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  • Smart Data
  • Smart data is not about data per se but rather refers to the ways to analyze and make sense of it. While big data is an unstructured, raw amount of data that reflects consumer behavior, smart data is how we discover the underlying rationale and predict repetition of such behavior. Technically, it is about separating and ignoring the noise, finding relevant data points, and extracting signals of higher value. Practically, it is about generating meaningful information, change recommendations and interactive visualization – all for a specific business contexts. In short, smart data means adding advanced business intelligence on top of big data, in order to provide actionable insights.
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