Big Data belongs alongside popular topics such as Smart Manufacturing, Industry 4.0 and the Internet of Things, and is not just mentioned in specialized automation press. Even in newspapers and social networks, these issues are addressed and discussed.

The Encyclopedia of Business & Computer Science defines Big Data as:

“The importance of large data volumes in a variety of application areas and the challenge to be able to process this.”

The latter part of the definition is key. The amount of data being produced and used is always increasing, but by the new networked applications in the consumer sector (keyword Wearables), and of course in the industry, we are overwhelmed today by a data tsunami. According to a study by Aureus Analytics, around 90 percent of the world’s saved data has been generated in just the last two years. In 2014, 6 zettabytes of volume were produced worldwide. By 2020, the number is expected to rise to 44 zettabytes. Now is the time to take control and take advantage of these data sets. Here lies the biggest challenge of Big Data: storing data is only economically beneficial if it is analyzed quickly, comprehensively, and purposefully.

This is also important in the daily work of PR. The supplement of W&V to Dmexco 2014 presents an interesting idea, “One might think the idea of Big Data is revenge against the nerds by the creatives.” We are faced with an increasing flood of data, whether the various social media networks, which have become very important (Snapchat, Instagram, etc.), or the countless newsletters that you receive in your mailbox daily. But do not panic! We have a few tips to help you navigate your way through the jungle of data:

1. It’s all about the numbers
   It is not so easy to find appropriate data for your work. In PR there are a few helpful tools that provide us with concrete information – particularly online statistics for example on press releases and social media metrics. We can easily find out which topics interest the audience and where there are problems or questions. From this we can take effective action. For example, if there are a lot of questions about a new product on social media, then we can write a blog post to answer the questions more fully.

2. Know you’re people
   In addition to the analysis of your own channels, the focus is also on the analysis of the coverage. What do journalists write about the company? Are these articles positive or negative? Comprehensive media monitoring is essential in order to respond quickly to a crisis.

3. Take Action
   Big Data can only be successful if we create a concrete plan from the data available to us. It is great if we receive two exciting new reviews for a product; however, this information alone is not what makes the campaign a success. Share the links with your followers, answer questions that arise in the article, and, if not already, advertise the tester in contact to build your production network.  Being proactive is the key to success, especially in social media areas, such as responding immediately to negative comments, trying to solve problems, and being available to users with advice and practical help.

Big Data is more than a Buzzword. With the right analyzing tools, one must not be afraid of the flood of data, but use it as an indispensable tool.