ABSTRACT
No textbook on media or audience analytics would be complete without a discussion of big data. It has transformed the analytics industry and the nature of gathering business intelligence. This chapter takes readers by the hand to explain what big data is, its capabilities, and why companies are excited about it, but it also describes the cautionary notes and dangers of big data. As an analyst, how does one properly and critically assess data quality and evaluate a dataset? How is one to know whether a dataset is tainted, potentially due to ad fraud, bots, or other invalid traffic? If a dataset is deemed trustworthy and usable, what are some of the opportunities it offers, and how can we use big data to better understand audiences and consumers? By the same token, what are the ethical and privacy considerations surrounding such granular data and addressable marketing opportunities with consumers? Readers are introduced to current regulations including the General Data Protection Regulation (GDPR) and are challenged to think about what it means to be good stewards of data resources. Discussion questions have readers reflect on the opportunities presented by big data, as well as the ethical obligations to consumers, from the perspectives both of a media organization or brand and of the consumer. An exercise at the end of the chapter tasks students with assessing the usability and value of a dataset based on its characteristics.
