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By bringing together big data and AI technology, companies can improve business performance and
efficiency by:
• Anticipating and capitalising on emerging industry and market trends.
• Analysing consumer behaviour and automating customer segmentation.
• Personalising and optimising the performance of digital marketing campaigns.
• Using intelligent decision support systems driven by big data, AI, and predictive analytics.

Applications of Big Data
Big data is used in several industries and spheres of activities, such as:
• In Consumer Product companies, big data provides valuable insights into customers that can

be used to refine their marketing, advertising and promotions in order to increase customer
engagement and conversion rates.

• In Medicine, big data is used by medical researchers to identify disease signs and risk factors and
by doctors to help diagnose illnesses and medical conditions in patients.
• In the Energy industry, big data helps oil and gas companies identify potential drilling locations
and monitor pipeline operations.
• Financial services firms use big data systems for risk management and real-time analysis of market

data.
• Manufacturers and transportation companies rely on big data to manage their supply chains and
optimise delivery routes.
• Government uses of big data include emergency response, crime prevention, and smart city
initiatives.

Knowledge Discovery Subject Enrichment
Big data is related to the size of stored data, and this is an important characteristic of big data. Sampling
involves observing a small selection of data, chosen randomly, to make short-term decisions or recognise
patterns in the entire data set. For example, in manufacturing, different types of sensory data, such as
acoustics, vibration, pressure, current, voltage, and controller data are available at short time intervals. To
predict downtime, it may not be necessary to look at all the data, but a sample may be sufficient. Hence,
the choice between using the entire data set or a sample of the data has to be made with reference to the
context of the situation.

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