According to IBM 90% of all data generated by devices such as Smartphones, tablets , connected vehicles and appliances are never analyzed … 60% of this data begins to lose value in a matter of milliseconds … ”

In our companies, all these data are revealed of vital importance, because knowing the data and its interpretation we know the tastes and trends of our customers, with which we can refine more in the decision making of the consumer

Where are these data?

In our clothes, on our mobile, on the watch, on the credit card, at the traffic lights and even in the containers. They are everywhere and we don’t even realize it. A Smartphone today has more computing capacity than NASA when man reached the Moon .

The sensors are present within all kinds of objects and devices located in our daily reality. Its function is to gather information and they are a key element for the BIG DATA which is the accumulation of data and its collection to identify recurring patterns within them.

Companies and public administrations handle a huge amount of data, however, these data are being collected and stored, often do not go from there, they do not get to be processed, analyzed, or used for purposes beyond the merely procedural or Of course, profitable. They are not interpreted.

According to the experts , An average of 60 million transactions from nearly 2,000 million cards can be processed every hour in 220 countries and territories, through more than 40 million businesses. “With such a rich and comprehensive data set, we may be able to detect changes in the economy with incredible sensitivity and depth,” they explain. Therefore, these data also serve to offer ideas to merchants, banks, governments and other actors that help them make better decisions about how to serve their stakeholders.

Advertising is another field that benefits from this science, giving rise to what many call neuromarketing. It is a combination between the levels of emotion, attention and memory perceived at the conscious or unconscious level and the collection and interpretation of data.

This allows an understanding of consumer decision-making processes and help forge emotional bonds with the brand. Since there are positive attitudes towards the brand, it goes from being a consumer to a prosumer and therefore to an advocate of it, and can increase sales.

Do you use all the data you receive for the benefit of your company? Do you improve your products and services by analyzing the data that passes through your hands?