Article Preview
TopReputation Intelligence Management Model
In recent years, available information for businesses has gone from being scarce to very abundant. Data has become the new raw material for business, assuming a position almost as important as capital and labor. In business, more and more, information is a very relevant resource, since efficient management of information is fundamental for making strategic decisions (Laudon & Laudon, 2017).
“Big data” offers a wide range of possibilities for organizations, but the five characteristics that define big data pose a number of problems that must be considered: volume, variety, velocity, veracity, and value (Chen & Zhang, 2014).
A recent survey conducted by the Data Warehousing Institute (Halper, 2016), which analyzes big data of companies, shows that only 12% claim to have great success in its use; 64% report moderate success and 24% report failure, as presented in Figure 1.
Figure 1. The Big Data utilizations in the organizations (Halper, 2016)