Big Data AWS Case Studies

Facts are Better than Assumptions

Whether you’re marketing, managing, or plotting strategy one of the most common (and sometimes deadly) mistakes made by organizational leaders is making key decisions based on assumptions rather than data. In the era of big data, organizations have access to data in qualities and quantities that are exponentially more effective than ever before.

But an increase in the available data is only part of the picture. Until recently, the computing power needed to perform complex business analysis wasn’t very accessible, so big data couldn’t be leveraged to its full potential. Today, cloud-based computing through services like Amazon Web Services (AWS) run complex algorithms using big data to predict buying behavior using information harvested from social media, loyalty programs, or even web browser histories. Smart companies use the data and patterns uncovered by AWS to make highly accurate decisions about strategy.

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Let’s look at a few companies that have used or failed to use big data and business analytics to their benefit.

Yelp: Using AWS for Rapid, Comprehensive Simulation Testing

Internet information provider Yelp has used cloud computing power provided by AWS to dramatically decrease their software development times. Most of this condensing of the development timetable comes from massive reductions in the time it takes to perform comprehensive testing – especially simulations. Because AWS provides a high level of computing power, scenario-based algorithms can be run quickly – even with thousands of variables.

What kinds of organizations would benefit from the ability to analyze huge amounts of data quickly? Yelp used AWS to run scenario-based testing on new software, but what other products or industries would benefit from the ability to use cloud computing to quickly perform hundreds or thousands of simulations?

JCPenney: Failing to Use Big Data to Inform Pricing Strategy

From about the year 2000 well into the 2010s, the national department store JCPenney struggled to find a strategy to improve dwindling sales and fierce competition. During this time, the retailer attempted to abandon the typical high-low pricing model on the assumption that many customers wanted the best price first rather than a high price that dropped over time.

This assumption, at least in part, proved to be inaccurate. In reality, sales fell even further with the new strategy. After conducting further analysis, the retailer realized that market research actually indicated that customers were far more enthusiastic about getting a great bargain rather than simply getting a low price. Since the new Penney’s pricing model abandoned sales or discounts, customers who were used to working hard for a bargain were largely ambivalent to the lower prices. Ultimately, the retailer was forced back into a pricing model that resembled the status quo.

What was JCPenney’s most serious error in this case? What did the company miss or fail to utilize when planning the new pricing model? Would a big data analysis through AWS have helped the retailer in this instance? Why or why not?

Data Mining in Excel through Macros

What Is Data Mining?

Data mining is also known as knowledge discovery, and if we have mountains of data to sift through, it can be a daunting task to make sense of it. How do you analyze so many numbers to look for patterns? How do we better understand our customers and our business based on sales data? You might assume that data mining would be something large companies with sophisticated databases would use, but there’s an excellent tool for small-to-medium sized businesses – Microsoft Excel.

Excel is a piece of spreadsheet software developed by Microsoft over 25 years ago and is available on Windows, Mac OS, Android, and iOS platforms. A spreadsheet is basically a grid of rows and columns with cells that store data, and you can perform a wide variety of arithmetic and other functions on the information.

Many people use Excel to ‘crunch numbers’ but it can also be used like a database to store and organize information. You can write automated routines (called macros) for repetitive procedures and you can also interface Excel with other programs to extract data for easier analysis.

So, our data mining operation might be looking through things stored in Excel like inventory lists, payroll numbers, info from the accounting system, sales data, etc. We could be looking for associations between different pieces of data, patterns, and trends. Maybe we can better determine who our target customer is and what kinds of things they like to buy so we can tailor our marketing accordingly. If we know what our customers’ favorite products are, we can arrange to have more in stock and order them more quickly, so we don’t run short.

Data mining is widely used today because businesses have become much more focused on the customer – if they don’t satisfy the customer, the customer has many more alternatives for sourcing things than before

What is Big Data Analytics?

A First Look at Big Data Analytics

Meet Zane. Zane has decided that he wants to go to college to get a degree so he can work with numbers and data. After speaking with his academic advisor, he decides to take a class that focuses on data. After just one short week in the class, Zane receives his first assignment. He has to write a paper about big data analytics which is the term used to describe the examination of large amounts of data to see what patterns or other useful information can be found. Come along as Zane learns all about the topic of his first paper.

Big Data Analytics Further Defined

Zane first learns that users of big data analytics not only look at data, but also collect it, organize it, and analyze it for relevant information. The aim is to find patterns, correlations, and information that can help a company make important decisions. Ultimately, the goal of big data analytics is to find all of the knowledge that the data can provide for a company. Scientists, modelers, and many others in the analytics field use big data analytics to sift through large amounts of data that can come from a variety of sources like transactions, web servers, social media, surveys, and even emails.

Importance of Big Data Analytics

So one question that comes to Zane’s mind is, why is big data analytics important? Why would a company use this technique? Well, companies need to make decisions. Making future decisions, finding new opportunities, making business moves, creating a more efficient operation, and even increasing the satisfaction of their customers are all decisions a company could make. Zane learns that big data analytics can help a company reduce costs by identifying more efficient ways of doing those activities.

For example, resorts and casinos use big data analytics to help them make fast decisions. Because we typically only stay at a resort or casino for a short time, it is important to be able to find any potential problems quickly so that the customer is satisfied and returns in the future.

Another example is the healthcare industry. There is a vast abundance of data in the healthcare industry, including patient records and insurance information. Because there is so much data, it can be difficult to manage. Big data analytics allows for a thorough look at the data and can lead to a faster diagnoses or treatment plan.

Data Science for Marketing: Benefits & Challenges

Data Science

Derek is head of marketing at a large company. His boss wants him to use data science, but Derek’s not sure about it. What is it and what are its benefits?

Data science is about analyzing information. In marketing, data science is used to assess how different marketing strategies are working and to understand customers better. For example, if Derek runs an ad on a social media site, he’ll get lots of information back about the number of clicks on the ads, how many of those clicks resulted in a sale, and so on. Analyzing that data will allow Derek to understand how successful the ad was.

To help Derek better understand data science for marketing, let’s take a closer look at some of its benefits and its limitations or challenges.

Benefits for Marketing

There’s a good reason Derek’s boss wants him to use data science. That reason is that there are many benefits that data science can bring to marketing.

For one thing, it allows companies to calculate the return on investment, or ROI, of a marketing campaign. The ROI is simply the net return on an investment divided by the cost of the investment. In other words, it’s the yield of an investment.

Take the ad that Derek placed on social media. He knows how many customers clicked on the ad and how many of those clicks resulted in a sale. He also knows how much he paid for the ad. So was the ad worth it? He can calculate the ROI for the ad by subtracting the cost of the ad from the sales due to the ad. That’s his net return. Then, he’ll divide that by the cost of the ad, which gives him the ROI. If it’s a high number, that’s a good thing!

Essentially, the ROI on a campaign tells a company quantitatively whether the money spent on that marketing campaign was worth it, and data science allows marketing departments to calculate the ROI.

Data science also gives information to marketing departments on which marketing strategies are working. For example, knowing that one ad gets more clicks than another ad tells Derek that he should probably go with the first ad. Of course, more clicks don’t always mean more sales, so if one ad is getting fewer clicks but more sales, he should go with that one. All of that information is part of data science.

Finally, data science can provide a picture of target consumers. It can tell a company what they like, what they don’t like, what they need, and what drives their purchases. For example, Derek might want to market to women ages 40-65. He might be able to get data that shows him that those women use certain social media sites but not others. Data science might also tell him that they tend to click on ads that include humor or animals or the color blue. All this is valuable information for Derek if he’s trying to market products to those consumers.

Yes Bank is planning to hire Data Scientists!

To offer the right products the Yes Bank is now churning the data to figure customer behaviour. Also, on the basis of predictability model to offer the right products.

The Yes Bank has branched out the retail segment and now it is trying to utilize data analytics to obtain models which will help understand behaviour of their customers.

With coming version the bank is more retail centric. The bank started with an objective stressed on corporates.

Right now, the primal objective is to upheld the liability generation. The bank is experimenting their CASA.

In September, the bank interacted with global coders, data scientists and developers to work on its stacks using anonymised, curated and tokenized data.

Read: What is Big Data Analytics?

The financial technology players are also grabbing big shares in financial service space. Which is why the bank decided to remain competitive is such environment and data plays a big role in this. They are keeping the corporate objectives intact and focusing on retail sector more.

The bank is looking forward to compete with Financial Techs (Fintechs) This would be troublesome. So, they are going to stress on what their customers need and want the bank.

The YES BANK has funds about Rs 150 crores to run campaigns and business for data strategy till 2023.
The bank is planning to on board experts and data scientists who can become part of Techtonic group of the bank. This group would be having over 100 experts (in-house).

Read: Data Science for Marketing: Benefits & Challenges

Yes bank is planning to hire part time experts for their data strategy.

All this data science model will help them understand how cyber security threats can be eliminated and reduced.

There is a snowball effect in consuming and generating a big amount of data that we have been doing as consumers.

The major reason choosing data analytics is to focus on security and fraud detection and threat prediction as well. There is a lot of thinking and thought going behind this whole idea of choosing data science. It is a big area for bank itself to figure out.

YES Datathon

YES Bank had organized DATATHON for engineers, developers and data scientists across the globe. In this event, people were asked to join for quest of develop and data driven models for appropriate data usage and sourcing across businesses.

Around 6,000 people participated in the quest.

The models were to help the bank fraud detection, models for sales recommendation, relation graph between customer and transaction and card customer analytics.

Read: Big Data AWS Case Studies

The bank will take a few models live within one month and rest will be moved to the library of YES Bank to be implemented in coming months.

Thinking if Machine Learning is the right course for you?

Businesses know that machine learning helps generating great value but again, some still wonder how or maybe in what particular area. Also, one of the most important factor is ‘Time’, if it is the right time to club it with the data strategy.

Let’s explore what you need to know to figure out if machine learning is the right thing for the business or not.

Is it just a catchword and tech bubble? Is the time right for this?

Undoubtedly yes!! This is the right time, now!

Growth in computational power: How do businesses process their data? The performance in microelectronics is rapidly increased which helps in managing more data. Most of the them have switched out their GPUs and CPUs and neural net training like tedious processes. Tech market leaders such as Microsoft, Google and Nvidia are working to build hardware used only for machine learning.

Storage Cost: According to Statistic Brain, a research website. In 2014, the costs reduced to $0.03/Gig from $105,000/Gig in 1985.  Saving dollars escalates to more business that too not worrying about the storage.

Market growth and size: It has been reckoned that by 2022, the AI (Artificial Intelligence) market would be worth USD 16.06 Billions growing at the rate of 62%.

Machine learning is everywhere: Alexander Linden, the vice president of Gartner’s research said, “10 years ago, it was hard to find 10 machine learning applications. And now it is hard to look for 10 that are not used.”

Machine learning is definitely not a new thing: Back in 50s, Alan Turing created the “Turing Test” to check if a computer has tendency to fool humans or not. This test was done to determine real intelligence in computer.

Artificial Intelligence experienced hype cycle and have turned into AI spring from AI winter and summer is on the skyline. The flowers started blooming in 80s.

How machine learning can help in business?

It help companies to determine the situations that can be approached with machine learning. All they need to do is start with their data and focus on the areas that produces data (Big Data)  and what value can be obtained from that big data.

Machine learning is not a PnP yet, which is basically Plug and Play. It can be used to solve different situations where each situation would require a particular data model, parameters and set to obtain valuable results.

This implies that companies will need a clear and defined objective when starting off. Machine learning is making appreciable changes in different fields within organizations.

Why digital marketing is new scope of better future?

In each era, marketing has evolved around what the customer is using. If you go back in early years you can see that people using radio from there only it give the birth of radio advertising and marketing then come to Television it is one of the extensively used device globally which allows the company to reach a large audience with  TV ads. Even today most of the companies used TV advertising.

Since the boom of the internet most of the people using the internet which gives the birth to a new era of marketing which is called internet marketing and now also digital marketing. Go in detail according to me first you know what is digital marketing?  
Digital marketing is basically a process which promotes your products online or in other ways it can say that we are promoting our products to customers who are using the internet. Digital marketing is done on all the digital channels.

If you are keen to learn digital marketing and help a few companies in their businesses grow, cannot you apply the same marketing techniques to your passion and build an own business around it and make money for themselves? Yes, my friend, you can very well do that. That is the scope of digital marketing.

Being a Software Engineer, I never thought that I would be working as a digital marketer but now I feel so proud of my decision. You may get a little disappointed with your initial salary, but the work makes up for that.

I would say the demand for digital marketing will grow day by day and have endless opportunities and the scope of digital marketing has no limit as the time progress. You will be amazed to know that you can expertise more than one profile in this industry. You can learn everything and become a boss at one.

Now let us discuss the scope of  Digital Marketing with solid reasons which were mention below :

  • You know that your customer is your king.  In today’s scenario consumers spend most of their time online and in order to convert them into potential customers, you need to come online and interact with them. This will help you to analyze your customer’s requirements and how they respond to your product and services  You can easily communicate with them and reduce the gap between them. DIGITAL MARKETING helps you to reach maximum potential customers in less time.

  • It is easy to learn and yet powerful. This point I will explain you with your example. In above I mention that I am a Software Engineer and I hate programming and usual IT jobs that seems to be running behind to get a job and secure your life.  In my mind I always think that if there is an alternative that requires no programming knowledge then one of my friends told me that goes for digital marketing in this there is no technical knowledge is required and I am very happy at that moment I joined the Digication for  Digital Marketing. They not only focus on academic courses but also they provide me a practical knowledge as compared to the other institute which is available out there. At present, I am very happy with my job. In this also you can do your work from home without leaving your comfort. Once you completed your course you got an abundance of job opportunities. The great marketing campaign has the power to change their fate and make them tons of profit. I am saying this because this is my personal experience what I today I am only because of Digital Marketing. I owe my friend a lot which gives me advice for this course it is a really a great career path.

There are many different specializations in digital marketing and it opens up so many options for you are: Digital marketing strategist, Digital marketing executive, SEO analyst, Google Adwords specialist Social Media Specialist, Content Writer and so on.
According to me, these are just a few reasons and I am sure that there are many, if you are thinking to make your future in the digital marketing, I promise you that this will be the best decision you will make for your life. You will be very addicted to this field and discover limitless opportunities.

Google Ads vs Facebook Ads

Google AdWords and Facebook ads dominate the online advertising space. If you want to reach the customers, then Google’s search network or Facebook’s news feeds are the places to be. Facebook currently has two billion monthly active users, making it a hotbed for user activity.

Let’s discuss the benefits, these two platforms provide.

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Advantages of Facebook Ads

Wide Customer arrives at

Facebook continues to be the number one social network when it comes to reaching, with over 2 billion monthly active users. If you’re looking to reach the masses with your messaging, then Facebook is the best place to do this, especially with its diversity of ages and demographics.

Lead Generation

Lead ads on Facebook make it much simpler for potential customers to submit information to you, no matter what their device. Customers can appeal information about products or services, or even schedule appointments, through a lead ad form that appears natively in your feed.  The most effective part of this tool is the fact that customers do not have to leave Facebook to submit the form.


A reassuring feature of Facebook advertising is that you have complete visibility and control of your Facebook ads and budget. You can monitor success on Facebook and also in Facebook Ad Manager, so you know exactly how much you are spending and the results you have gained from your campaigns. You can use the data provided in Facebook Insights to analyze your performance of your paid posts against your organic posts, in order for you to make strategic targeting decisions for future ads.

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Advantages of Google Adwords

Adwords works faster than SEO

The top most advantage of Google AdWords is that it works faster than SEO. Both SEO and Google AdWords are search engine marketing strategies to generate more traffic and leads. But optimized AdWords campaign can work much faster for a business to get the much coveted first spot in search.

Some reasons why it’s faster and more effective

  • You can focus on multiple keywords at a time.
  • You can turn the campaign off or on whenever you want to.
  • Ads which appears on the top of the page get immediate visibility.

Increase awareness (Brand)

Google AdWords, in addition to boosting traffic, conversions, and clicks, is also an efficient way to tell people about your brand. To verify this, Google partnered with Raposo to run a study across 12 verticals, right from automobiles to retail. It was discovered that search ads lift top-of-mind awareness by an average of 6.6%.

Reach more customers through their Gmail Inbox

The used marketing strategies in every business are email marketing, which is why Gmail ads can be helpful as well. In September 2015, the Google integrated native Gmail ads with Google AdWords and made it available to all advertisers, which means you can reach more prospects through their Gmail inbox.

Gmail ads appear on the promotion tab,  sometimes you can see it on the social tab too. These ads run on both desktops and mobiles. Gmail ads cost much less than search ads, if you have a small budget, then you can try Gmail ads as well.

What is Pay Per Click Advertising?

There is a brief pay-per-click definition: PPC is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where advertisers only pay when a web user clicks on their ad. Hence the title, ‘Pay Per Click’

When our customers ask us to define the pay per click, we tell them that PPC is a very cost effective way for their target audience to focus on their site, while our other internet marketing strategies are gradually Your site is helping to achieve its natural ranking potential.


In a way, PPC advertising works like a silent auction. Advertisers bid on keywords or phrases, which they think will be typed in a search area when they are looking for specific goods or services. When a web user types a search query in the field of a search engine that matches the advertiser’s keyword list or goes to the web page with content related to the advertiser’s selected keywords or phrases, then the PPC advertisement is displayed on the page. can go. In a search engine, a PPC advertisement is usually on the right or right side of the search results, where they can be easily seen. On other types of websites, the ad will be placed at the place the site designer has determined will be most beneficial for its site and advertiser.

Overall, PPC ads are equally beneficial for advertisers and web users. Advertisers are seen by their target audience and are charged only for the time on which their ads are clicked and the web users have to select from those sites which can be relevant to the page they are without Flash and distracting are looking to deal with any trouble banners or pop-up ads.

Google Adwords

AdWords (Google AdWords) is an advertising service for businesses wishing to show ads on Google and its advertising network by Google. The AdWords program enables businesses to set budgets for ads and only pay when people click on the ad. Advertising service is mainly focused on keywords.

Businesses using AdWords can use relevant keywords to create relevant ads that will be used by people searching the web using the Google search engine. Keywords can be shown when your search is done. AdWords with top ads that appear in the heading “Sponsored Links” are found on the right or above Google search results. If your AdWords ad is clicked, Google Search users are then directed to your website.

Why Every Business Needs

SEO (Search Engine Optimization)

Every business needs to invest in search engine optimization. The search engine optimization is the process of optimizing your website to maximize organic traffic from search engines. The major search engines are Google, YouTube, Bing and Yahoo.

You are losing money every day, your website is not optimized in search engines.

People are searching for your products or services on search engines

There are more than 2 billion people online. 9 3% of online activities start on a search engine. 40,000 searches per second, and 3.5 billion searches per day. There are millions of opportunities for your business on search engines. One of the most important benefits of SEO is that your customers are using the search engine every day.

Traffic on search engines is the best traffic. Why? Because people are actually searching for the problem you solved. You can “drag” traffic to your business. People will not have to “push” ads to convince you to buy. Search traffic is already interested in your products and services. That is why the SEO industry is worth $ 65 billion.

There is more chance of changing SEO traffic than other sources of traffic. In fact, search traffic for most websites is the best conversion rate. By positioning yourself on the search engine, you are giving your business a position to win more conversions.

SEO is a long-term strategy

SEO is a long-term strategy. Ranking can take 6-12 months to see. However, it takes time to advance the rankings. Once you are placed in top positions, you rarely move down. The only reason this would change is due to rising SEO competition or changes in Google algorithm. Your customers are research using the search engine. They use their findings to help them make informed decisions on the available options. High SEO Rankings allows you to educate potential customers. It indirectly builds faith, but most importantly, it helps in making an informed decision. SEO enhances your brand awareness and equity.

Conversion On one side, SEO will also build your brand equity. In other words, SEO will help people to be aware of your brand. Awareness is important because visitors to your website can not always be ready for shopping. However, due to being aware of their offerings, they can buy in the near future.