A commentary by Dave Avran
THE term big data refers to digital stores of information that have a high volume, velocity and variety. Big data analytics is the process of using software to uncover trends, patterns, correlations or other useful insights in those large stores of data.
Data analytics isn’t new. It has been around for decades in the form of business intelligence and data mining software. Over the years that software has improved dramatically so that it can handle much larger data volumes, run queries more quickly and perform more advanced algorithms.
Organisations deploy big data analytics for a wide variety of reasons, including:
Business transformation – In general, executives believe that big data analytics offers tremendous potential to revolution their organisations.
Competitive advantage – 57 per cent of enterprises surveyed said their use of analytics was helping them achieve competitive advantage.
Innovation – Big data analytics can help companies develop products and services that appeal to their customers, as well as helping them identify new opportunities for revenue generation.
Lower costs – 49.2 percent of companies surveyed said they had successfully decreased expenses as a result of using big data.
Improved customer service – Organisations use big data analytics to help them better gauge customer sentiment and respond to customers in real time.
Increased security – By applying big data analytics techniques to this data, organisations can identify and thwart cyber attacks that would otherwise have gone unnoticed.
In Malaysia, Adqlo is a social media analytics tool using Big Data Technology to improve social media marketing strategy. Adqlo enables the ability to analyse, monitor & benchmark a brand’s performance.
Adqlo has just launched Social Media Statistics for Malaysia’s upcoming 14th general elections with the aim to provide an open, transparent & neutral point of view to the public on the strategies of political parties and politicians to engage voters on social media.
It will offer insights to help the public understand how politicians and political parties interact with their target audience on social media by breaking down interaction components into a clean and understandable report, including:
- Fans & interactions;
- Content type;
- Total interactions;
- Top engaged posts
First, Adqlo categorises politicians & political parties into total fan likes and interactions on social media. With the content type distribution feature of all listed politicians & political parties, users are able to determine how active each candidate & parties are on social media.
Depending on the level of response and engagement, users will also be able to determine how engaging politicians and political parties are on social media. Data will be updated daily at 12:00am.
Furthermore, users are able to see the top posts from each party. This gives them a clearer picture on topics that resonate with people the most. As a result, users will have a clearer picture on which conversations or topics get the most attention from their target audience.
From April 9 to May 9, Adqlo will track the total interactions by measuring changes from any social profiles based on engagement and popularity to give users a better perspective. With this feature, users are able do content comparison to achieve better engagement and interactions with target audiences.
All findings are accessible on www.adqlo.com/ge14 pertaining to each political social profile on Facebook.