![\"data_roadblocks\"](\"https:\/\/sitesdev.net\/articles\/wp-content\/uploads\/2015\/02\/data_roadblocks-300x225.jpg\")
Today, companies are able to collect massive amounts of data about their customers and their shopping habits. This data can provide companies with valuable insights into what products they could sell and how they should market those products to consumers. However, there are a few problems in the collection of data for many companies seeking to learn more about their consumers.<\/p>\n
How To Read The Data<\/strong> Giving The Data Context<\/strong> Big data can be a great tool for companies, but if they fail to put it in the proper context, it will not give them any meaningful insights into their businesses or their customers. Reading and translating the data accurately is the only way to ensure results that can actually be used by a business to enhance its products and improve their customers’ shopping experiences.<\/p>\n
\nWhile a lot of the data they receive about their customers comes in formats easy for computers to read, much of it comes in a different form. These types of data could be hand written notes that were jotted down as part of a survey, or even correspondence they received from a customer. The problem with this data is computers have difficulty reading it and then translating it into meaningful information for a company to act upon.<\/p>\n
\nEven if a company gains the ability to read data from large reports or survey questions, it will still have to find a way to automatically distinguish what is said in those reports. For example, take the word \u201cbug\u201d that might be found in a report. Most computers could pick this word out of the report, but they will have a hard time distinguishing between a computer bug, a creepy crawly bug or even a VW bug. Because of this limitation, the results from a simple search could give data that is skewed and inaccurate, making it virtually useless.<\/p>\n