John Battelle once proclaimed in his book ' The Search: How Google And Its Rivals Rewrote The Rules Of Business And Transformed Our Culture ' that the Google search engine was nothing more than a 'database of intentions'. Based on the search and click behavior of users, Google gained insight into the intentions of its users. Google Trends was the ultimate proof of this statement. For example, Google Flu Trends was able to predict where the flu would break out earlier than official agencies.
In the articleOn Small, Intimate Data , Battelle adds that it is about so-called ' small data ' . It is latvia phone number list about small data that is meaningful to the individual. Intimate data that tells a story all of its own:
“To me, small means limited, intimate, and actionable by individuals. […] It's intimate in that it's data that matters a lot to each of us, and that we share with much the same kind of social parameters that might constrain a story at an intimate dinner gathering, or a presentation at a business meeting.”
How intimate this data really is, an intelligence officer explains to the newspape The Washington Post. He says the following about PRISM : “They quite literally can watch your ideas form as you type.” This is the Holy Grail for every company. What marketer does not want to have the possibility to give the consumer the final push when the data shows that a consumer is having doubts about purchasing his product? What bank does not want to warn his customer when purchasing an article, when the data predicts that the customer will get himself into financial trouble inAnd what school does not want insight into the behavior of students in order to combat digital bullying, for example? All questions that a suitable Big Data strategy can answer.
The technology behind PRISM
PRISM is based on the open-source database Accumulo from The Apache Software Foundation. The NSA began working on it in late 2007. The product was originally called Cloudbase. Accumulo is built on the Apache Hadoop software framework, which allows applications to process petabytes of unstructured and structured data in a cloud environment on commodity hardware. It is comparable to Google's BigTable storage system.