USE CASES
To motivate the discussion, it is worth looking at four typical big data analytics use cases chosen from among the characteristics implementations discussed in Chapter 2:
1. Targeted customer marketing, in which customer profiles are analyzed for the purpose of formulating customized marketing campaigns to influence customer purchase behaviors.
2. Social media analytics applications that scan through streams ofsocial media channels looking for positive or negative sentiments that are correlated to the behavior of a collective of individuals.
3. Fraud detection algorithms that analyze historical patterns of activity looking for suspicious behaviors that are indicative of fraud or abuse, as well as scanning transactions in real time looking for aberrant behavior requiring further investigation.
4. Web site recommendation engines that lever large sets of historical transaction patterns combined with customer profiles to identify suggested additional items to be presented to the customer as potential add-on purchases.
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