The context of the pandemic made it clear that the speed of an organization’s response to challenges can be decisive in achieving success. Data Science and Big Data became key points to make decisions in context and in difficult moments. 

Big Data refers to all the data generated by the use of many devices: cell phones, credit cards, televisions, computers and public transportation, among others. The accumulation flow of this data is increasing and allows companies to recognize and anticipate what consumers are looking for and expect from their products. 

In one example, Amazon has the data of each navigation, where it includes previous purchases, valued products, searches, tastes and interests. Once this data has been processed and read by specialists, the organization can show the ads that most closely match each user’s curiosity. 

Decision-making has always been and will always be important, but the use of Big Data plays in favor of companies in terms of response time to customers. It is also important to have a Business Intelligence system, which combined with the data, allows the creation of agile systems to make the final decision. 

One of the most relevant points is the design of the matrix to analyze the data collected, with speed as the central axis of this type of analysis: the value of real-time access to data. 

Big Data includes aspects related to security, mobility, environment, agriculture and finance, among others. In the last year, it grew greatly and more companies, due to the pandemic, noticed that it is a source to increase productivity and sales. ROI took a fundamental place for organizations and through Big Data, it is possible to take advantage of the accumulated data. Companies can anticipate the future, plan and improve their results. 

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