Modern Enterprises in the Bubble: Why Big Data Matters.

AbstractIn the past few years, a massive amount of data has been delivered by an increased and ubiquitous use of Information and Communication Technologies (ICTs) in human activities and a propagation of smart devices or smart sensors, which continuously connect people and things in cyberspace. This huge bubble of data is a gold mine: it is an unlimited source of knowledge and insights about habits and preferences of people and has captured the attention of modern enterprises. Companies look at this data with interest and purpose to gain competitive advantage by applying analytics tools over them. In this context, a new approach is required for mastering data without the risk of ending up in the bubble and collecting a huge meaningless pile of junk data. Starting from a definition of new approaches, this work outlines Big Data strategies for modern enterprises and highlights challenges, emergent solutions and open issues.