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Intro To DS and BD - Lecture Notes - 4

This document provides an overview of topics related to big data and algorithmic trading, healthcare, medicine, advertising, and technology. It discusses how algorithmic trading relies on sophisticated mathematics and quantitative analysts to determine automated trading decisions using complex interdependent data. It also summarizes how big data promises revolutionary advancements in healthcare by replacing intuition with data-driven science, and how scientists use big data algorithms and analysis to study genetic variations related to diseases. The impacts of big data's volume, velocity, and variety on online advertising and optimization are outlined. Finally, it briefly introduces the role of technologies like Hadoop in processing and analyzing large, diverse datasets.

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Aman Kumar
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91 views8 pages

Intro To DS and BD - Lecture Notes - 4

This document provides an overview of topics related to big data and algorithmic trading, healthcare, medicine, advertising, and technology. It discusses how algorithmic trading relies on sophisticated mathematics and quantitative analysts to determine automated trading decisions using complex interdependent data. It also summarizes how big data promises revolutionary advancements in healthcare by replacing intuition with data-driven science, and how scientists use big data algorithms and analysis to study genetic variations related to diseases. The impacts of big data's volume, velocity, and variety on online advertising and optimization are outlined. Finally, it briefly introduces the role of technologies like Hadoop in processing and analyzing large, diverse datasets.

Uploaded by

Aman Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Lecture Notes - 4

B.C.A. 5th Semester – Odd Semester 2021


Introduction to Data Science and Big Data - BCA PE523

Topics
1. Big Data and Algorithmic Trading
2. Big Data and Healthcare
3. Big Data in Medicine
4. Advertising and Big Data
5. Big Data Technology

1
Big Data and Algorithmic Trading
 Many investment banks use algorithmic trading, a highly sophisticated
set of processes in which “insights” are made “actionable” via
automated “decisions.”

 Algorithmic trading relies on sophisticated mathematics to determine


buy and sell orders for equities, commodities, interest rate and foreign
exchange rates, derivatives, and fixed income instruments at blinding
speed.

 A key component of algorithmic trading is determining return and the


risk of each potential trade, and then making a decision to buy or sell.

 Quantitative risk analysts help banks develop trading rules and


implement these rules using modern technology.

 Algorithmic trading involves a huge number of transactions with


complex interdependent data, and every millisecond matters.
2
Big Data and Healthcare
 Big Data promises an enormous revolution in health care, with important
advancements in everything from the management of chronic disease to the delivery of
personalized medicine.
 In addition to saving and improving lives, Big Data has the potential to transform the
entire health care system by replacing guesswork and intuition with objective and
data-driven science.

3
Big Data in Medicine

Scientists uses Big Data analytics to identify the genetic


variations that predispose individuals to multiple sclerosis (MS).

Big data algorithms identify the interactions (between


environmental factors and diseases) and they also have rapid
search techniques inbuilt .

Scientists were able to do various statistical analysis using Big


data Algorithms.

With Big Data technology, scientists were able to get about


500,000 genetic variations in a single patient sample.

4
Advertising and Big Data
Impact of 3 Vs of Big Data (volume, velocity, and variety) on advertising:

Volume
 In the old days, maybe 20 to 25 years ago, you would copy test your
advertising. The agency would build a media plan demographically targeted
and then execute it.

 Then 6 to 12 months down the road, agency would try to use scanner data or
whatever sales data to try to understand if there was any impact.

 In today’s world, there is hugely more advertising effectiveness data. On TV


advertising, we can measure every ad in every TV show every day.

 We can measure clients digital ad performance hourly—by ad, by site, by


exposure, and by audience.

 The volume of information and data that is available to the advertiser has
gone up exponentially.

5
Velocity
 There are already companies that will automate and optimize the
advertising campaign on web without any human intervention at all based
on click-thru.

 It’s now beginning to happen on metrics like breakthrough, branding,


purchase intent, and things like that.

 This is sometimes called programmatic buying.

 Literally, you’ll have systems in place that will be measuring the impact of
the advertising across websites or different placements within websites,
figuring out where the advertising is performing best.

 It will be automated optimization and reallocation happening in real-time.

 The volume and the velocity of data, the pace at which you can get the
data, make decisions and do things about it is dramatically increased.

6
Variety

 Big data has helped the advertiser in finding out how much of a
performance is due to the –
creative quality, due to the media weight, how much is due to the
program that the ads sit in, how much is due to placement: time of
day, time of year, pod position, how much is due to cross-platform
exposure, how much is due to competitive activity.

 Then advertiser has ability to optimize on most of those things—in real


time.

7
Big Data Technology
 Technology is radically changing the way data is produced, processed,
analyzed, and consumed.

 On one hand, technology helps evolve new and more effective data sources
and on the other, as more and more data gets captured, technology steps in to
help process this data quickly, efficiently, and visualize it to drive informed
decisions.

 Now, more than any other time in the short history of analytics, technology
plays an increasingly pivotal role in the entire process of how we gather and
use data.

 There are many Big Data technologies that have been making an impact on
the new technology stacks for handling Big Data, but Apache Hadoop is one
technology that has been the most popular.

 Hadoop is an open-source platform for storage and processing of diverse


data types that enables data-driven enterprises to rapidly derive the complete
value from all their data.
8

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