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Deep Data is the New Big Data

It’s no longer enough for your data to be big. Today, data needs to be deep, too. Here’s why deep data is so essential for enterprise data analytics, and tips for making your data deep.

These days, anyone can collect lots of data. Data collection can be easily automated, and data storage is cheap.

Deep Data is high-quality, actionable information

In fact, because we live in an age when everything is digitized, it’s virtually impossible not to collect lots of information. From network switches to remote sensors to customers’ browsing history, everything spits out data at a dizzying pace – and companies need to make sense of that data if they want to understand the trends that power their business.

Big Data vs. Deep Data

Yet simply collecting lots of data is not enough. Large-scale data collection gives you big data – meaning a large volume of data to analyze – but it doesn’t necessarily mean you have data that is valuable.

To be valuable, your data needs to be not just big data, but also “deep” data. That means it has to be high-quality, actionable information.

Data that is collected haphazardly is unlikely to have these characteristics. No matter how big the amount of data you collect, you can’t derive much value from it if you are not able to analyze it rapidly to glean accurate, reliable information.

Deep Data Challenges

Generating deep data can be tough for two main reasons.

First, data quality tends to vary widely. Information might be missing, inaccurate or inconsistent within a database.

For example, consider the data quality challenges you face when collecting information about visitors to a website. Parts of the data you collect about the technology used by your visitors is likely to be incomplete because some users will be using browsers or operating systems that cannot be identified.

The data is also likely to contain inaccuracies. For instance, if a customer uses a virtual private network (VPN) to mask his or her geographic location, the data you collect about the geographic origins of website users will not be completely accurate.

Challenges to generating deep data

Last but not least, the data will be inconsistent if you have collected more information on some users than on others. That could happen if, for example, not all users spend the same amount of time on the site.

The second challenge you face when attempting to muster deep data is constraints on your ability to turn data into action quickly. If you need to translate data from one storage format to another before analyzing it – as you will probably have to do if you have multiple types of systems or platforms within your infrastructure, each of them generating and storing data in different ways – you risk delays that could prevent you from analyzing the data while it is still relevant. Converting between different data formats is likely to introduce data quality problems, too.

The need for immediately actionable data is especially acute today, when real-time analytics are often the only type of analytics that can deliver value. If you want to use data analytics to make product recommendations to customers on your website by combining browsing history information collected from your Web server with account information stored on your mainframe, you’ll need to integrate those two data sources, then run analytics on the integrated data, in real time. Otherwise, your customers will have left the site by the time your analytics results are ready.

Deep data can improve marketing ROI by up to 20 percent

The Cost of Shallow Data

Just how much can “shallow” data – by which I mean data that is not deep – eat into business value?

Data scientists can spend up to 90 percent of their time cleaning up bad data. That’s a lot of effort that would be better spent analyzing data, rather than preparing it to be analyzed. Poor data undercuts marketing efforts.

Doing Deep Data with Syncsort

With Syncsort’s Data Quality products and Big Data solutions, achieving deep data with Syncsort is easy.

For more information, check out our webcast: Drive ROI from Your Business Applications with Embedded Real-Time Data Quality

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