How much information about yourself do you share in your account on a social network and talk about your preferences or share a review about a Thai restaurant you went to last week? Apparently, innocuous information helps large companies better and more clearly target advertising and offer to buy a tour, for example in Central Asia, just after you recall the Pan-Asian restaurant.

The collected information from users - audio, video, texts and even data from fitness bracelets - all these data sources set the growth rate of Big data - the most important trend that has spread to a variety of business areas.

What is it?

All your online activities represent great interest to technology companies. You manage to "inherit" the data, barely picking up a smartphone. Your profile, purchase history in the online store and likes in support of the opened shelter for cats - all this is one small drop in an unstructured ocean of information. Add banking, information from various tracking systems, call bases of mobile operators and transport - any industry related to human interactions or computing - and we get huge amounts of data, and at the same time technological capabilities for analyzing them.               With the correct processing of big data, you can detect hidden or not obvious patterns and use them to increase the efficiency of interaction.

How exactly does it work?

That's why big data is called big - this is a huge amount of very different information about your actions. Comparison of individual parts of this information or the relationship between them reveals patterns that were previously inaccessible or hidden.               In other words, the more an analyst knows about a consumer, item, or even a celestial phenomenon, the more accurately he can predict what will happen in the future.

How do companies use Big data?

We are used to thinking that data belongs only to us. Yes, we consent to the processing of personal data, audio, photos, our location and data from the fitness tracker, but we hope that it does not leave the boundaries of a social network or gadget that takes into account the number of steps and counts the pulse. This is mistake. In fact, companies have long used information that you are willing to share in order to make your service more convenient and useful (and earn more).               For example, Netflix, the largest American provider of streaming video, offers users personalized content by analyzing a huge amount of data: the frequency and frequency of pausing the video, the time when the user decided to watch the movie, and even the duration of the selection process. All this helps the company to become more customer-oriented against the background of other similar services and attract a large audience.

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