Use of existing databases is growing

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It involves data mining, text analytics, basic statistics, and multivariate statistical modeling to identify patterns and relationships in structured and unstructured data. An example of structured data is a customer database or an Excel spreadsheet containing survey data. An example of unstructured data is collecting all the comments made about your brand on Facebook in the last six months.


Perhaps in response to the big data craze in marketing, the nigeria cell phone number list use of existing databases to gain insights has become increasingly prominent in recent years. Technically, existing databases have been important to business and marketing because they collect customer data. However, with the increased focus on Big Data, many are wondering whether they should be doing big data analytics, or whether it is better to focus on more familiar existing databases, leaving Big Data to data scientists using sophisticated analytical tools.

The focus of existing databases is on target data. Existing databases can be used for simple or predictive analytics, and are useful for quick analysis and simple empirical indicators.

Working with Big Data can be beneficial for a company when a certain system and internal structure are built, while working with Small Data (existing databases) is useful in 100% of cases.

Marketing research takes both of these areas into account for analytics, but usually works in the small-data area. But increasingly, methods and sources from Big Data tools are being introduced.