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Big Data is an illusion - There is no Big Data.

If you came here to read about how Big Data is an illusion, then you are in the wrong place. Yes, you read that right.  Big Data has become an entity on its own. Everything we do today generates data – big data. Each of these data points are collected, stored and analysed – to sell a product/service customized to individual tastes and preferences, to study behaviour patterns for sentiment analysis to see if it affects national/political policies, etc.It is not an exaggeration to state that the urban populace is interconnected with Big Data at every step. Let’s take a look at a day in the life of a regular person in an urban setting and see how the choices are affected by Big Data analysis.

 

Big Data-The Mega Trend impacting our Daily Lives and Lifestyles

Big Data is an Illusion

6:00AM -

The sleep cycle alarm clock app analyses your sleep patterns to wake you up in your lightest sleep phase so that you feel most refreshed. It sets the alarm by analysing your previous wake up patterns and calendar events. You generally wake up at 6:30 AM but since it’s Monday morning and your calendar shows up busy schedule, the app sets the alarm to 6:00 AM. Big data analysis influences your sleep pattern.

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6:15AM -

You head on to the Gym in your car that has got big data rolling. The in-car sensors are collecting data and monitoring the status of everything - right from the brakes to the window washer fluid, this notifies you with warning signs before any automobile part fails- to help you save on high car repair expenses and avoid any interruptions in your schedule. Big Data analysis provides you with time saving options for the servicing and repair of your car.

6:30AM -

Reached Gym. Activity or Fitness trackers like Nike+FuelBand, FitBit, JawBone measure all sorts of activities - beginning from your morning workout to big night out. These fitness trackers collect data like calories intake, heartrate, steps, elbow power, pushups and sweat levels to track how much, how often and how intensely you move. Nike+FuelBand surpasses analytics on the data gathered to provide you real time feedback and insights that help you move more and move better towards achieving your fitness goals. Big data analysis is your fitness master.

7:15 AM -

Your intelligent personal assistant Google Now leverages big data analysis based on the location data of the GPS, emails, and calendar entries suggesting you to leave at 7:30 AM for work based on predictive analysis of traffic conditions-as there is a meeting scheduled at 8:00 AM - which it just analysed by scanning your calendar entries. Big data analysis is your intelligent personal assistant.

7:30AM -

You want to listen to music on the way to work but can’t be bothered to create a playlist of your favourite songs? Well Big Data analysis got you covered. Big data analysis has your song recommendations ready at the mere tap of a button. For example, Spotify uses deep leaning technology and analyses your past music tracks, ratings and popularity of artists provide personalized experience by suggesting songs people like listening to.Enjoy music geared towards your taste with big data analytics.

7:55 AM-

You reach your place of work and get a notification to scan your finger as you enter the proximity of your office premises. The Beacon installed near your office recognized your presence and it’s time to verify your authenticity. Big Data analysis of the beacon sensors helps in detecting fraud and identity threat.

9:00 AM -

Done with your scheduled meeting and you plan to gossip around with your colleagues over coffee? Beware big data is tracking employee productivity.The employee identification badge that you put on, has tiny sensors to identify your voice tone, posture, and movement for analytics. These sensors determine and analyse the nature of conversations you have at work, for how long you have been continuously staring at your computer, if any other employee badge is in insight –it tracks how you converse with the colleague on the other end. Big data analysis is replacing your mid-level managers.

*Bank of America on boarded these tiny sensors to leverage big data analytics and has seen 10% increase in productivity by making some changes in the workplace environment based on analytics report.

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10:00 AM -

You are immersed in something at work. And there is more piling on. Your plate is filled more than usual and this is stressing you out. Soon, your Google Smart Contact Lens will show you a drop in your glucose levels by analysing the glucose levels in tears and the send this data to your smartphone.Meanwhile, Apple’s Research kit platform is collecting data through various iOS Apps about your glucose levels, blood pressure, weight and other healthcare data to leverage it for analytics in medical research to improve healthcare services. Big Data analysis is personalizing healthcare to improve your lifestyle and maintain a healthy balance.

11:00 AM -

You just got a notification on your Smartphone that it is your friend’s birthday today. Just think of buying a perfect gift for your friend but as your thought-process is on, Walmart’s Shopycat already has some perfect gift recommendations for you based on your social media interactions with your friend and social data it analysed through your Facebook profile. Big Data analysis keeps you socially updated and active.

12:00 PM -

You try booking a flight ticket for your trip through world’s largest travel site TripAdvisor, the ticket itinerary has to go through large number of databases right from ticketing to no-fly lists before it provides personalized recommendations based on your history to ensure ticket booking is confirmed. It is not possible to make it to the departure terminal without the help of big data. Big Data analysis has become your best travel guide.

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1:00 PM 

You plan to buy some clothes for your trip and take a break from office. You are keen on buying clothes from Nordstrom and drive to the nearest outlet. On your way to Nordstrom, you just cross-over Macy’s and Macy’s App immediately sends you a geo-targeted push notification with an additional 30% discount coupon on BlueEd Hardy Jeans - as it detects your presence based on the beacons installed surrounding their premises and the data it collected on your previous visit to the store or the last time you logged in to their app. Big Data analysis has become your best travel guide.

1:30 PM

You decide to have a look at Macy’s collection and stop by looking for available parking space.Smarking’s big data analytics solution uses your GPS location and other reliable information from mobile payment systems to help you locate the nearest available parking lot and pay for it. Big data analysis is your smart parking assistant.

2:00 PM

Macy’s app guides you with the directions to the Ed Hardy jeans rack and also suggests that the pair of jeans will go well with a Black T-shirt. Big Data analysis makes you a smart shopper.

3:30 PM -

You reached home and you are watching TV and hanging out, enjoying some quality time with your family. LG Television sets seem to be collecting data about users viewing behaviour with the intent to provide personalized viewing recommendations in future. Your Smart TV soon will provide some personalized recommendations for you based on your previous watching experiences. The new Internet connected Samsung TV might listen, record and send personal conversations that happen while watching TV to a third party to leverage it for big data analytics.

5:00 PM -

You want to cook something new for dinner and are looking for ideas? There you have IBM Watson’s cookbook which does all the big data analysis, data crunching, flavour profiling and pairing of ingredients to provide you novel recipes combining various ingredients. So, now Big Data analysis has a Master Chef’s hat on it.

7:00 PM -

Google Now scans your calendar events -notifies you are getting late for your friend’s birthday party and you need to start now based on the traffic conditions.

10:00 PM –

You are off to bed after a long day of unknowingly generating a lot of data which is collected, stored and analysed to make your life easier. There is no need to set the alarm for tomorrow. Big data analytics will do it for you.

You might have realized that you cannot travel, shop or work without generating  big data. It is an undeniable fact that our data is no longer our own, after having examined how big data is influencing our daily lives. Big data collected with or without our consent plays a vital role in our day-to-day activities like travelling, shopping, healthcare, sports activities and every other activity which uses some form of technology. Big Data analysis has made such a huge impact in the recent years, that it has become impossible to imagine life without Big Data. Big data explosion is just like a supernova- all set to shape everyday lives across the planet. 

 

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