by Angela Guess
A recent article gives two examples of how fast, accurate Big Data analysis can pay off for businesses. The article notes, “Lots of people talk about the need for speed, but you don’t often hear about scenarios in which insights are acted upon within minutes of their discovery. Let’s call that a near-real-time scenario. Much more common are examples in which fast querying frees up time for more analysis — either exploring more data or doing deeper queries. Let’s call that a productivity scenario.”
It goes on, “For Interclick, a fast-growing New York-based firm that strives to put the right online ads in front of the right people at the right time, both scenarios come into play. The company launched its core Open Segment Manager (OSM) platform in 2009. OSM is essentially a data-driven service that helps advertisers reach targeted segments of would-be customers. The database combines Internet clickstreams from thousands of high-traffic Web sites with thousands of third-party lists, databases, and clickstreams purchased from data exchanges. Interclick’s proprietary analyses decipher customer intent and probable lift (meaning, improvement in performance) for ad campaigns.”
