Category: Web Analytics

The article in this week’s readings regarding uncertainty in big data analytics brings to light
several possibilities where errors may exist in data due to noise, incompleteness, or
inconsistency. Considering the market basket approach presented in Chapter Three of the course
text, write a 4-5 page, APA 7th edition-formatted paper discussing where potential errors or
ethical challenges may exist in data gathered and used for marketing purposes. For example, in
2012, Target’s data analytics discovered that a teen girl was pregnant before her family knew
based on purchase history and began sending related advertisements. Identify 2-3 ethical and
legal issues surrounding the collection of consumer data and consumer privacy. How might these
issues impact areas such as diversity, equity, inclusion, or targeting of social groups? Address
what steps a business may take to clean their data or reduce inconsistencies.

A variety of modern tools for big data analytics exist in the market today. The following are
well-known analytics tools, and you will find additional descriptions and ratings here:
● Hadoop: used to store and analyze data
● MongoDB: used on datasets that change frequently
● Talend: used for data integration and management
● Cassandra: a distributed database used to handle chunks of data
● Spark: used for real-time processing and analysis of large amounts of data
● STORM: an open-source, real-time computational system
● Kafka: a distributed streaming platform used for fault-tolerant storage
Select two analytic tools from the list and resources above. Create a 7-9 slide PowerPoint
presentation addressing the features and functions their systems provide. Following your
comparison, address how each may be used in a business environment, as well as which you
would recommend and why. Your presentation slides must be professional and written in a
manner that would be appropriate to present to business leadership.