We‘ve seen some exciting applications of big data analytics in the news this week. Marketers working with big data intelligence still make for a classic use case, while political campaigns, healthcare providers and newsrooms are finding innovative new uses for analytical tools as well. These stories provide a glimpse into the future of data-driven decision making – it’s closer than you might think.
Data-driven Newsroom Innovation
Could an intelligent, automated program replace a professional writer? It seems they already have, according to Forbes. In a look at machine learning applied to storytelling, a few effective examples are currently in play, including Wimbledon’s use of sensors and cameras to generate game updates and Forbes‘ employment of a natural language generation platform called Quill to cover the stock market. While the technology has a ways to go before it creates compelling fiction, analytical tools can determine the right data and tactics to tell a story to a specified audience, which has promising applications beyond news, like well-tailored business reports or persuasive marketing language.
Predictive Analytics for a Health Care Provider
New England-based Baystate Health partnered with Dell Services for a big data-powered program to investigate and improve population health and treatment, according to Health IT Analytics. Electronic health records, claims information and socioeconomic data will be paired with predictive analytics to determine new, better models of patient care. The partnership, keenly focused on chronic disease management and new applications of telehealth technologies, is building a foundation for further integration between health care and big data insights.
Marketers Create Competitive Advantage with Analytics
In a Q&A on Forbes, Gopi Koteeswaran, CEO of data scientist dispatcher LatentView Analytics, details the differences between data-driven and traditional research and shares best practices for marketers managing data sets. Koteeswaran’s insights aren’t limited to the marketing team though—he points to big data being used for business development and customer service, too. The common thread is the increasing need for access to data and analytical tools at all levels of an organization, particularly those that directly interact with the customer. The democratization of data can lead to better decision making by employees across the business, not just the CMO.
Big Data and the Big Election
The race to the 2016 presidential election is well underway, and big data analytics will undoubtedly play a major role in campaign managers‘ strategies. Business intelligence software called Quid could be an integral tool; it‘s successful implementation by Massachusetts congressman Seth Moulton was highlighted by International Business Times. Analytical systems that can find connections between trending topics and the behavior of a candidate’s constituents can keep campaigners updated on public reactions in real time, reducing the need for traditional polls, if not replacing them altogether.