2.2 deta Big

Deta yaikulu imalengedwa ndi kusonkhanitsidwa ndi makampani ndi maboma m'malo mwafukufuku. Pogwiritsira ntchito deta iyi kuti mufufuze, chotero, imafuna kubwezeretsa.

Njira yoyamba yomwe anthu ambiri amakumana nawo kafukufuku wamtunduwu m'badwo wa digito ndi kudzera mwa zomwe zimatchedwa deta yaikulu . Ngakhale kuti ntchitoyi ikugwiritsidwa ntchito kwambiri, palibe mgwirizano wokhudzana ndi chidziwitso chachikulu. Komabe, kutanthauzira kwakukulu kwa deta yaikulu kumayang'ana pa "3 Vs": Volume, Variety, ndi Velocity. Pafupifupi, pali deta yambiri, mu mawonekedwe osiyanasiyana, ndipo ikupangidwa nthawi zonse. Ena mafani a deta yaikulu amawonjezera zina "Vs" monga Veracity ndi Value, pamene otsutsa ena amawonjezera Vs monga Osavuta ndi Otupa. M'malo mwa 3 "Vs" (kapena 5 "Vs" kapena 7 "Vs"), kuti cholinga cha kafukufuku wa anthu, ndikuganiza malo abwino kuyamba ndi 5 "Ws": Who, What, Where, Where , ndi chifukwa chiyani. Ndipotu, ndikuganiza kuti mavuto ambiri ndi mwayi wopangidwa ndi deta zazikulu zimachokera ku "W" imodzi: Chifukwa.

M'nthaŵi ya analoji, deta zambiri zomwe zinagwiritsidwa ntchito pofuna kufufuza zachuma zinakhazikitsidwa cholinga cha kufufuza. M'zaka za digito, komabe pali deta yambiri yomwe ikugwiritsidwa ndi makampani ndi maboma m'malo mwafukufuku, monga kupereka ntchito, kupanga phindu, ndi kupereka malamulo. Anthu opanga, komabe, azindikira kuti mukhoza kubwezeretsa deta iyi ndi bungwe la kafukufuku. Poganizira mofananako ndi zojambulajambula mu chaputala 1, monga momwe Duchamp anabwezeranso chinthu chopezeka kuti apange luso, asayansi akhoza tsopano kubwezeretsa deta kuti apange kufufuza.

Ngakhale kuti pali mwayi wapadera wokubwezeretsanso, kugwiritsa ntchito deta zomwe sizinapangidwe pofuna kufufuza zimaperekanso mavuto atsopano. Yerekezerani, mwachitsanzo, chithandizo chamagulu, monga Twitter, ndi kafukufuku wamagulu a anthu, monga General Social Survey. Zolinga zazikulu za Twitter ndi kupereka ntchito kwa ogwiritsa ntchito ndikupanga phindu. Komano, General Social Survey, ikugwiritsidwa ntchito pakupanga deta yolingalira kafukufuku wa anthu, makamaka pa kafukufuku woganizira anthu. Kusiyana uku ndi zolinga zikutanthauza kuti deta yomwe yapangidwa ndi Twitter ndi yomwe imapangidwa ndi General Social Survey ili ndi katundu wosiyana, ngakhale kuti zonsezi zingagwiritsidwe ntchito pophunzira maganizo a anthu. Twitter ikugwira ntchito pamlingo ndi msanga zomwe General Social Survey silingagwirizane, koma, mosiyana ndi General Social Survey, Twitter sichitsata mosamala ogwiritsa ntchito ndipo sagwira ntchito mwakhama kukhalabe ofanana ndi nthawi. Chifukwa chakuti magwero awiriwa a deta ndi osiyana, sikuli kwanzeru kunena kuti General Social Survey ili bwino kuposa Twitter kapena mosiyana. Ngati mukufuna maola angapo a maonekedwe a dziko lonse (mwachitsanzo, Golder and Macy (2011) ), Twitter ndi yabwino. Komabe, ngati mukufuna kumvetsa kusintha kwa nthawi yaitali poyendetsa maganizo ku United States (mwachitsanzo, DiMaggio, Evans, and Bryson (1996) ), ndiye Social Social Survey ndiyo yabwino kwambiri. Kawirikawiri, m'malo moyesera kunena kuti magulu akuluakulu a deta ndi abwino kapena oipa kusiyana ndi mitundu ina ya deta, chaputala ichi chiyesera kufotokozera kuti ndi mitundu yanji ya mafunso ofufuza omwe ali ndi zida zazikulu zokhala ndi malo okongola komanso mafunso omwe sangakhale nawo zabwino.

Poganizira zokhudzana ndi chidziwitso chachikulu, akatswiri ambiri amafufuza zinthu pa intaneti zomwe zimakonzedwa ndi kusonkhanitsidwa ndi makampani, monga malonda ofufuzira komanso zolembapo. Komabe, kuyang'ana kochepa kumeneku kumachokera kuzinthu zina ziwiri zofunika kwambiri za deta yaikulu. Choyamba, magulu akuluakulu ogwira ntchito kwambiri amachokera ku zipangizo zamagetsi kudziko lapansi. Mwachitsanzo, m'mutu uno, ndikukuuzani za kafukufuku amene adawonetsanso deta yapamwamba kuti aone momwe ntchito ya ogwira ntchito ikukhudzidwira ndi zokolola za anzako (Mas and Moretti 2009) . Kenako, mu machaputala otsatira, ndikukuuzani za ofufuza omwe anagwiritsa ntchito mafoni a foni kuchokera ku matelefoni (Blumenstock, Cadamuro, and On 2015) ndi deta yolumikizidwa ndi magetsi (Allcott 2015) . Monga zitsanzo izi zikuwonetseratu, magulu akuluakulu azinthu zokhudzana ndi chidziwitso ndi zoposa zamakhalidwe a pa intaneti.

Chinthu chachiwiri chofunika kwambiri cha deta yaikulu yosayang'anitsitsa khalidwe la pa intaneti ndi deta yolengedwa ndi maboma. Dongosolo la bomali, limene ochita kafukufuku akuyitanitsa zolemba za boma , amalemba zinthu monga zolemba za msonkho, zolemba za sukulu, ndi zolemba zofunikira (mwachitsanzo, zolembetsa za kubadwa ndi imfa). Maboma akhala akupanga deta yamtundu uwu, nthawi zina, mazana a zaka, ndipo asayansi a zachikhalidwe akhala akuwagwiritsira ntchito pokhapokha ngati akhalapo asayansi. Chimene chasintha, komabe, ndi kugulitsa zinthu, zomwe zathandiza kuti zikhale zosavuta kwambiri kuti maboma asonkhanitse, atumize, asunge, ndi kusanthula deta. Mwachitsanzo, m'mutu uno, ndikukuuzani za kafukufuku amene anabweretsa deta kuchokera kumamitala a taxi a digitala a New York City kuti athetse kukangana kwakukulu muzochuma zamagetsi (Farber 2015) . Kenaka, machaputala amtsogolo, ndikukuuzani za momwe boma linasonkhanitsira mavoti oyendetsera kafukufuku (Ansolabehere and Hersh 2012) ndi kuyesa (Bond et al. 2012) .

Ndikuganiza kuti kubwezeretsa ndizofunikira kwambiri kuti tiphunzire kuchokera kuzipangizo zazikulu, ndipo musanalankhule momveka bwino za malo akuluakulu a deta (gawo 2.3) ndi momwe angagwiritsire ntchito kufufuza (gawo 2.4), ndikufuna kuti apereke malangizo awiri okhudza kubwereza. Choyamba, zingakhale zovuta kulingalira za kusiyana komwe ndakhala ndikukhala pakati pa deta "data" ndi deta "yokonzedwa". Izo ziri pafupi, koma siziri zolondola ndithu. Ngakhale, malinga ndi momwe ochita kafukufuku amaonera, zidziwitso zazikulu za deta "zopezeka," sizingogwera kuchokera kumwamba. M'malo mwake, magwero a deta omwe "amapezeka" ndi ochita kafukufuku amapangidwa ndi winawake mwachindunji. Chifukwa "deta" idapangidwa ndi winawake, nthawizonse ndimalimbikitsa kuti muyesetse kumvetsa momwe mungathere ndi anthu ndi ndondomeko zomwe zinapanga deta yanu. Chachiwiri, pamene mukubwezeretsa deta, nthawi zambiri zimakhala zothandiza kwambiri kuganizira deta yabwino ya vuto lanu ndikuyerekezera deta yabwino ndi imene mukugwiritsira ntchito. Ngati simunasonkhanitse deta yanu nokha, pangakhale kusiyana kwakukulu pakati pa zomwe mukufuna ndi zomwe muli nazo. Kuzindikira kusiyana kumeneku kungakuthandizeni kufotokoza zomwe mungathe komanso simungaphunzire kuchokera ku deta lomwe muli nalo, ndipo lingasonyeze deta yatsopano yomwe muyenera kusonkhanitsa.

Zomwe ndimakumana nazo, asayansi asayansi komanso deta asayansi akuyang'ana mobwerezabwereza. Asayansi asayansi, omwe amazoloŵera kugwira ntchito ndi deta yopangidwira kafukufuku, amakhala kawirikawiri kuti afotokoze mavutowo ndi deta yomwe imabweretsedwanso ponyalanyaza mphamvu zake. Kumbali inayi, asayansi a deta nthawi zambiri amayesetsa kufotokozera ubwino wodzinsolowetsa deta ndikunyalanyaza zofooka zake. Mwachibadwa, njira yabwino kwambiri ndi wosakanizidwa. Izi zikutanthauza kuti, ochita kafukufuku amafunika kumvetsetsa zomwe zimatengera deta zazikulu-zabwino ndi zoyipa-ndiyeno phunzirani momwe mungaphunzire kuchokera kwa iwo. Ndipo, ndilo ndondomeko yotsala ya mutu uno. M'chigawo chotsatira, ndikufotokozera zizindikiro khumi zomwe zimagwiritsidwa ntchito pazinthu zazikulu zopezeka. Kenaka, mu gawo lotsatira, ine ndikufotokoza njira zitatu zofufuzira zomwe zingagwire ntchito bwino ndi deta.