以下文字节选自历年真题，划线部分为结合案例进行分析的部分，未划线部分为通用文字（需要熟练掌握），考试时结合案例进行具体分析。

Benefits of big data analytics

Bullet points:

– Sentiment analysis

– Soft surveillance and consumer behaviour tracking

– Open communication channels with clients

– Predictive analytics (which can monitor inventory levels and ensure product availability)

– Analysis of customers’ purchasing behaviours

Notes: As DCS operates in a country with 75% of the population connected to the internet and presumably purchasing a significant proportion of their products and services online, DCS can sell data analytics capability to its clients. It can do this by showing them how to use this capability to capture, store and process data from their customers. By developing sophisticated marketing analytics with big data, DCS’s clients can properly evaluate their own marketing performance, gain insight into their customers’ purchasing patterns, discern key market trends and permit them to make evidence-based marketing decisions.

Further opportunities to XX customers of big data analytics

– Potential to unlock significant value

– Ability to collect more accurate and detailed performance information

– Big data allows ever-narrower segmentation

– Sophisticated analytics can substantially improve decision-making

– Big data can be used to develop the next generation of products and services

Notes: Big data analytics makes information about DCS customers’ clients more transparent and allows DCS’s customers to collect more accurate and timely information at a fraction of the costs of hosting expensive architectures such as data warehouses and allows DCS’s clients considerable cost savings using cloud computing capability or open source software such as ‘Hadoop clusters’ for storing and processing large amounts of data. Using this, and through ‘data mining’ using social and business networking data, DCS’s clients can undertake a much more sophisticated analysis of their customers and therefore much more precisely tailor their products or services allowing valuable insights which would otherwise remain hidden and unlock more customer value. The other key opportunity is to allow DCS’s clients to develop bespoke products for their customers based on their precise needs and consumer behaviours.