Big Data: The Management Revolution

Big Data allows managers to measure, and know more about their businesses, and translate that knowledge into improved decision making and performance. Some examples of companies that use big data are Amazon, they track all their customers movements around their website. PASSUR Aerospace, a provider of decision-support technologies for the aviation industry. They offer their own arrival estimates as a service called RightETA. By using data such as local weather, flight schedules, and using local passive radar stations to monitor every plane in the sky they can make the ETA of planes more accurate. 

'You can't manage what you don't measure' (McAfee & Brynjolfsson, 2012)

By using data it allows businesses to track what their customers are looking at, review the purchases they make therefore allowing them to make informed suggestions, to their customers, on what they may like to purchase in the future. Companies such as Walmart, collect data from every transaction within their stores allowing them to create regional marketing campaigns promoting specific offers that would benefit their customers in different areas.  


McAfee, A., & Brynjolfsson, E. (2012). Big data: the management revolution.Harvard business review, 90(10), 60-66.

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