Big data management

Orlando Troisi,Francesca Loia,Mario D’Arco,Gennaro Maione

doi:10.1177/1847979018767776

Abstract

In the past few years, an explosion of interest in big data has occurred from both academia and business communities. To reduce the uncertainty associated with some types of big data, organizations...

Highlights

We present the case study and explicate the emergence of engagement platforms provided by organizations to collect the customer-generated big data for specific goals such as open innovation, product optimization, decision-making processes and co-creation of advertising ideas
This case study shows that organizations can leverage specific digital and interactive platform to collect and analyse a massive amount of data produced by consumers in a spontaneous way
This study explains why organizations should invest in engagement platforms, such as digital forum, social media brand pages or specific digital and interactive environment built for the occasion, to facilitate the acquisition, accumulation and final interpretation of customer-generated big data

Summary

Introduction

The explosion of interest for big data among scholars and business communities[1] is due to the fact that big data holds a vast potential for boosting innovation, competition and productivity in a wide range of fields, from the e-commerce industry to the public organizations.[1,2,3] Described as ‘the mother lode of disruptive change in a networked business environment’,4 big data is perceived as a source to improve decision-making processes,[5] new product development[6,7] and customer relationships.[1,8,9] there’s so much optimism on the big data, the debate about how organizations translate, as well as fail to translate, the potentials of such amount of data into actual social and economic value suggests the need for critical reflections.[10] For example, the unstructured data generated by customers using Web and digital technologies, commonly is exacerbated by the loss of context. As underlined by Clarke, ‘The absence of this information greatly increases the likelihood of misinterpretation’,11 and, can jeopardize. International Journal of Engineering Business Management the applicability and the validity of such data, for example, in making decisions

Methods

Discussion

Conclusion