The benefit of big data is that it can be used to gain valuable insights and get a bigger picture of any topic. We call the process of turning raw data into useful information ‘data mining’.
Netflix, for example, uses it to create predictive models for consumers by looking at past viewing habits. For example, your past watching habits allow Netflix to choose what scene image you see when a new movie appears on your home page. If you're a romantic film watcher, a romance scene might appear so you’re more likely to click and watch it.
Amazon uses big data to predict which products you’re likely to buy, when you might buy them and when you might need the products: this has drastically increased both its overall sales and profit margins. Millions of companies similarly use big data, to tailor their experience to individual customers, gleaning it from sources like tracking cookies and social media behaviour. The tailored ads you see across social media, especially once you’ve already viewed a product online, are derived from big data and combined with data held about you as a consumer.
Big data in education can also be used to engage and provide opportunities for students. Data such as grades, teacher observations and student actions can help teachers understand where weak areas are and what to focus on.