BIG DATA banking, finance,

marketing, stocks, health

Abstract: care, chemistry etc. which
make more informative
We are living in the era of
business decisions by
big data. Big data is
analysing the large
nothing but lots of data. As
volumes of data. This
human interaction with
Paper presents the
computing devices has
detailed explanation on
become more ubiquitous,
the application of big data
the amount of complexity
in smartphones. It
of the data sets available
represents how
for analysis is growing
smartphones are the real
exponentially. These data
generator of big data and
complexities are
how it can change our
increasing including data’s
day-to-day lives. And we
volume, variety, velocity
are going to deal with data
and veracity. The Big Data
security issues and the
Analytics is a way of
algorithm for it.
extracting the values from
the huge volume of
information, and drives
new market opportunities
and maximizes customer
retention. This paper aims
in describing the big data
characteristics,
architecture, data mining
and the various
applications used by the
WHAT IS BIG DATA?
Big data is nothing but
data with huge size and
yet growing exponentially
with time. In short, such a
data is so large and
complex that none of the
traditional data
management tools are
able to store it or process
it efficiently.
Big data has the potential
to help companies
improve operations and
make faster, more
intelligent decisions. The
data is collected from a
number of sources
including emails, mobile
devices, applications,
database, servers and
other means. This data,
when captured,
formatted, manipulated,
stored and then analysed,
can help a company to
gain useful insight to
increase revenues, get or
retain customers and
improve operations.
While the term may seem
to reference the volume
of data, that isn’t always
the case. The term big
data, especially when
used by vendors, may
refer to the technology
(which includes the tools
and processes), that and
organization requires to
handle the large amounts
of data and storage
facilities. The term is
believed to have
originated with web
search companies who
needed to query very
large distributed
aggregations of loosely-
structured data.
CHARACTERISTICS the pace at which
OF BIG DATA: data flows in from
sources like business
The basic characteristics processes,
of big data are: machines, networks
 Volume: Now that and human
data is generated by interaction with
machines, networks things like social
and human media sites, mobile
interaction on system devices, etc. Thus
like social media the the flow of data is
volume of data to be massive and
analysed is massive. continuous.
 Variety: It refers to  Veracity: In big data
the many sources veracity refers to the
and types of data biases, noise and
both structured and abnormality in data.
unstructured. We Is the data that is
used data from being stored, and
sources like spread mined meaningful to
sheets and the problem being
databases. This analysed. Thus the
variety of veracity in data
unstructured data analysis is the
creates problems for biggest challenge
storage, mining and when compares to
analysing data. things like volume
 Velocity: In big data and velocity.
velocity deals with
HOW BIG DATA IS
BEING USED?
Although the data itself is
most important, what is
crucial is the way it is
analysed and utilized in
business. There is an
almost inconceivable
amount of data available
to us globally, which has
sky –rocketed the credits
goes to the technology,
social media and the
internet. However, only a
small percentage of this
actually gets analysed at
current.
It will also help you to
calculate risk and identify
how something has failed
and why, if it should
happen. It can
additionally enable you to
detect fraudulent data
and enable you to
specifically target
customers based on their
buying habits to maximize
sales.
Additionally, big data can
help organisations predict
illnesses or potential
health problems. While
putting your family history
into an ancestry website
may seem harmless,
consider what is being
done with this, if it were to
be sold to insurance
companies, they’d be
able to find out what
illnesses your family died
from and measure up the
risk your potentially
present, adding a higher
premium if needed.
HOW DOES BIG technologies all around
the world.
DATA WORKS?
Data is always being
The data is generated
generated by digital
whenever you use your
technologies, whether we
smartphones, when you
are using apps on our
chat with your family and
phones, interacting on
friends on Facebook, and
our social media, or
when you shop. Anytime
shopping for products. All
you go online, you’re
of this information
producing data and
combines with other data
leaving a digital trail of
sources and becomes Big
information. All of this
Data.
data is very complex,
there’s so much of it from Companies also combine
many different sources, Big Data with
and it’s coming in quickly technologies like Machine
in real-time. Learning and Artificial
Intelligence to further
improve their ability to
enhance our daily lives
with faster, more
personalized
experiences.

There are billions of

gigabytes of data being
generated every single
day by people and
ADVANTAGES OF competitor is changing
strategy or lowering its
BIG DATA
prices for example.
The advantages of Big
Service improves
Data in real-time are
dramatically, which
many:
could lead to higher
Errors within the conversion rate and
organization are known extra revenue: When
instantly: Real-time organization monitors the
insight into errors helps products that are used by
companies react quickly its customers, it can pro-
to mitigate the effects of actively respond to
an operational problem. upcoming failures. For
This can save the example cars with real-
operation from falling time sensors can notify
behind or failing before something is going
completely or it can save wrong and let the driver
your customers from know that the car needs
having to stop using your maintenance.
products.
Fraud can be detected
New strategies of your the moment it happens
competition are noticed and proper measures
immediately: With real- can be taken to limit the
time Big Data Analytics damage: The financial
you can stay one step world is very attractive for
ahead of the competition criminals. With a real-time
or get notified the safeguard system,
moment your direct attempts to hack into your
organization are notified products according to the
instantly. wants of customers.
Cost Savings: Some
tools of big data like
Hadoop and Cloud-Based
Analytics can bring cost
advantages to business
when large amounts of
data are to be stored and
these tools also help in
identifying more efficient Control online
ways of doing business. reputation: Big data
Time Reductions: The tools can do sentiment
high speed of tools like analysis. Therefore, you
Hadoop and in-memory can get feedback about
analytics can easily who is saying what about
identify new sources of your company. If you
data which helps want to monitor and
businesses analyzing improve the online
data immediately and presence of your
make quick decisions business, then big data
based on the learning’s. tools can help in all of
this.
New Product
Development: By
knowing the trends of
customer needs and
satisfaction through
analytics you can create
TOOLS OF BIG This also provides
high availability with
DATA:
low cost.
Top big data tools used to
store and analyse data 3. NoSQL: NoSQL
are: databases store
1. Apache Hadoop: It unstructured data
is a java based free with no particular
software framework schema. Each row
that can effectively can have its own set
store large amount of column values.
of data in cluster. There are many
Hadoop Distributed open-source NoSQL
File System (HDFS) DBs available to
is the storage analyse big data.
system of hadoop
which splits big data 4. Presto: Facebook
and distribute across has developed and
many nodes in a recently open-
cluster. sourced its Query
engine (SQL-on-
2. Microsoft Hadoop) named
HDInsight: It is a Presto which is built
big data solution to handle petabytes
from Microsoft of data. Prestro
powered by Apache does not depend on
Hadoop which is MapReduce
available as a technique and can
service in the cloud. quickly retrieve data.
ARCHITECTURE unstructured data to
a format that analytic
OF BIG DATA
tools can understand
and stores the data
Big Data architecture
includes mechanisms for
ingesting, protecting, and
transforming data into file
system or database
structures. The
architecture has multiple
layers.
1. Big data sources
layer: Data sources
for big data
architecture are all 3. Analysis layer: The
over the map. A few analytics tools
data source operate in the big
examples include data environment.
enterprise application Structured data like
like ERP, RDBMS, sampling, while
mobile devices, unstructured data
social media, etc. needs more
2. Data messaging advanced
and storage layer: specialized analytics
This layer receives toolsets.
data from the 4. Consumption layer:
sources. If This layer receives
necessary, it analysis results and
converts
 presents them to the Healthcare providers:
appropriate output The healthcare sector
layer. has access to huge
amounts of data but has
APPLICATIONS OF been included the
BIG DATA exclusion of patients from
Banking and Securities: the decision making
It is used in securities process, and the use of
fraud early warning, tick data from different readily
analytics, card fraud available sensors.
detection, customer data
transformation, and IT
policy compliance
analytics, among others.
Media and
Entertainment: The
consumers expect rich
media on-demand in Education: Big Data is
different formats and in a quite significantly in
variety of devices. It higher education. The
includes collecting and Learning and
utilizing consumer Management System that
insights, Leveraging tracks among other
mobile and social media things, when a student
content and logs onto the system, as
understanding patterns of well as the overall
real-time, media content progress of a student
usage. over time.
APPLICATIONS OF are being used in many
ways to:
BIG DATA IN
SMARTPHONES
There are several data’s
in smartphones as we are
constantly accessing
information from our
mobile devices and
becoming heavily reliant
on the business and
personal information we
find on the internet or
access via the cloud.
These activities generate
massive amounts of data
that needs to be stored
and can be used for big
data analysis.
The real-time data
analytics and algorithms
o Improve traveler
experience (such as
reducing wait times
and the number of
connections).
o Leverage predictive
analytics (to more
accurately forecast
and respond to
demand, such as
pre-position
transportation
vehicles).
o Enhance
operations (by
enabling efficient
dispatch operations
and crowd sourced
routing).
o Identify service
gaps and aid in
long-term strategic,
information
technology, and
capital planning.
DATA SECURITY include CRM or ERM
data and amounts of
Big data security’s unstructured data.
mission is to keep out on
unauthorized users and
intrusions with firewalls,
strong user
authentication, end-user
training, and intrusion
protection systems (IPS) Stored Data: Protecting
and intrusion detection stored data takes mature
system (IDS). In case security toolsets including
someone does gain encryption at rest, strong
access, encrypt your data user authentication, and
in-transit and at-rest. intrusion protection and
This may look like any planning. In addition, your
network security strategy. security tools must
However, big data protect log files and
environments add analytics tools as they
another level of security operate inside the
because security tools platform.
must operate during data Output data: The entire
stages. These are: reason for the complexity
Data Sources: Big Data and expense of the big
sources come from a data platform is being
variety of sources and able to run meaningful
data types. User analytics across massive
generated data alone can data volumes and
different types of data.
TO SOLVE DATA the algebraic structure of
elliptic curves over finite
SECURITY ISSUES
fields.
Big Data have many
DES (Data encryption
security issues. These
standard) algorithm:
issues can be solved
DES algorithm uses
using some algorithms
cipher key known as
those are:
Feistel block cipher. DES
RSA (Rivest-Shamir- expects two inputs - the
Adleman) algorithm: plain text to be encrypted
Suppose any individual A and the secret key.
wants to receive
AES (Advanced
message M secretly will
Encryption Standard)
use pair of integers {e,n}
algorithm: AES is new
as his public key also this
cryptographic algorithm
A use {d,n} as his private
that can be used to
keys. Another individual
protect electronic data. It
who wants to send
uses 10, 12, or fourteen
message M secretly to A
rounds. Depending on the
will use A’s public key to
number of rounds, the
encrypt a message and it
key size may be 128,
will create cipher text C.
192, or 256 bits. AES
ECC (Elliptic Curve operates on a 4×4
Cryptography) column-major order
algorithm: Elliptic curve matrix of bytes, known as
cryptography (ECC) is an the state.
approach to public key
cryptography based on
FUTURE OF BIG
DATA
The future of big data is
clear and unshakeable.
The technologies like
IOT, Machine Learning,
Artificial Intelligence and
more are making their
ways into our everyday
lives. Behind all of these
is Big Data is sitting
strong in an authoritative
position. There are
algorithms learning
patterns and processing
information from the
generated data.
As of now, we generate
approximately 2.3 trillion
gigabytes of data every
day, and this will grow in
the future. There are
various applications and
devices in the market that
further collect data from
consumers, leaving the
scope for only massive
generation of data.
Thus the Big Data will be
designed to offer the best
of convenience and
support to consumers
and industries globally.
Nowadays most of the
companies are mostly
automated, and there are
tech companies that have
replaced manpower with
a simple code for
monotonous jobs. As
much as redundancy is
killed by Big Data and
analytics, newer
opportunities are equally
arising on the other side
as well.
REFERENCES

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ardmarr.com/app
lications-of-big-
data
iii. https://www.mon
godb.com/big-
data-
characteristics
iv. https://cognitivecl
ass.ai/courses/ho
w-does-big-data-
works/
v. https://www.plura
lsight.com/brows
e/data-
professional/big-
data-architecture