The benefits of data analytics include inter alia better understanding of behavioural patterns of consumers and citizens to maximise commercial/policy outcomes, proactivity and better anticipation of needs, and allows tailored policy solutions and reduce inefficiencies.
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Big data refers to massive volumes of data that is generated by the increased use of digital tools and information systems. Data has no meaning unless there is context, and four types of big data analytics include descriptive, diagnostic, predictive and prescriptive.
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