# Big Data Analytic Framework for Organizational Leverage
## 2 Related Works
### Impact of Big Data Analytics  
The growth of big data is driving the development of its analytics. The investments, however, vary widely over different industry segments. Some industries are represented with novel sources of data whilst others might still be in the development phase of a solution for data already generated. In the telecom and healthcare industries, there has been a phenomenal spurt in the growth of big data over the past decade. Many studies have been conducted on how these industries can leverage big data analytics to their business advantage [3,7,22]. This section provides an overview of these studies and examines the impact of big data analytics in modern industries, as well as the methodology involved. This section focuses on the telecom and healthcare industries, which are known to utilize multifformat (structured, semi-structured, and unstructured) data and therefore need sophisticated data analytic tools. Today, the data generated in the telecom industry are unprecedented in human history, comprising call, text, and user data. As more and more people are connected online, environmental scanners, wearable life-logging sensors, mobile computing, e-business transactions, networked appliances, and social computing can generate tremendous amounts of data in the blink of an eyelid [7]. With the rapid rate of development and even greater rate of data growth in the telecom industry, it is vital for communication service providers (CSPs) to be equipped with the right tools to harness the ever-growing big data in order to maximize their revenue potential [26]. These data can be used to create transparency and discover customer needs. Companies that can leverage the right analytic tools will be able to identify and grasp business opportunities faster than their competitors. With the assistance of big data analytics, telecom businesses can capture and analyze big data in real time, provide insights, and enhance decision-making. Furthermore, conducting an analytics program enables telecom firms to boost the efficiency of their networks by segmenting their customer behavior to identify the more active area or time period (e.g., if a concert is held in an originally less populated area, more-than-usual data traffic is expected), re-assigning their Internet resources to these areas in advance to provide congestion control and ensure customer satisfaction [27]. Another key benefit of BDA in the telecom industry includes fraud detection via real-time call data monitoring [26]. Other benefits include reduction of operational expenses by 10-15 percent by increasing performance, such as cell-site optimization by augmenting networks with contextual information, as well as by providing preemptive customer care services. The major benefit of BDA in the telecom industry is identified as improving revenue via improving customer satisfaction [27,28]. Digital data are growing with the expansion in online consumption; therefore, communication service providers must develop an effective social strategy that analyzes data streams for improving consumer experiences and supporting innovation in future services [7]. Unstructured data (e.g., text, pictures, audio, video) generated via social media are complex and require new techniques for their processing. Therefore, the way in which BDA is implemented is crucial. Leveraging incoming customer data to improve existing services or tailor attractive sales offers will help to minimize churn. A study has shown that strategic use of BDA enabled CSPs to improve their campaign management and their budget by 15 to 25 percent, as well as reduce churn by 8 to 12 percent [26]. The main objective of providing customers with more tailored marketing campaigns is to increase customer satisfaction and prevent churning [27]. For example, upon receivinga customer complaint, a customized offer is triggered to this customer, reducing their churning tendency [7]. Furthermore, BDA enables CSPs to shift their business intelligence strategy.