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Big Data is popular topic in the recent years. Described in different ways and related to data. The ever-increasing volumes of data in the world.

Most of the people talk about it and most of the corporations use it. For adoption insights here a good infographic by Datameter.

The fair Big Data usage in my opinion is in the industry. Used for optimising processes, failure prevention etc. We can achiev both - value increase and protection of people and environment.

Big Data target most the customers in favour of the business. For example - searching in Google for winter tyres, lead for a lot of Ads for tyres stores with offers. Some of them understand what car I drive and filter the results for me. This is kind of helpful, but only present me the different options. Everyone claims to be the best in niche, the best quality to price value etc. How can I understand if this is only marketing trick or real?

Lets discuss what happens.

• The Ads network gets paid
• The Ads creator gets paid
• Some of the advertised stores will get my money

I am ending with 323 offers with no clue what to choose. I can process these results myself:

• I with limit the offers to match my budget
• I will remove the highest and lowest priced offers as statistical inappropriate

After all, I will end up with about 200 offers matching my criterias.

So far, the Big Data work for the enterprises, but not for the customer (if we exclude the targeting). I will need a couple of days of research. Reading some tests for different tyre sizes and ending up with a guess.

How about a Big Data  in favour of the user? Following our car tyre example, imagine sensors in tyres and cars. They will gather all the data from the real world:

• The fuel consumption
• Tyre wear
• Tyre behaviour in wet and snow conditions
• Activation of ABS and other supportive systems etc.

Combining this data with the data of your location, can lead to match more precise what tyres to buy. But this can only happen if the data is open, so everyone can look and interpret.

It will be hard for the newcomers. Maybe some low performers will get out of the market, but with increased human safety. Yet, the competition will be leading and this will improve the quality of life. Maybe the prices also will go higher, at least for the products, that expose themselves. Covert products will continue to exist, but priced in the low cost segment.

What will be the next Big? Maybe Open Data. And for sure mapping Big Data with Open Data.