Big data in services - opportunities and risks

Posljednja dva stoljeća obilježio je napredak u svim segmentima života, zahvaljujući tehnologiji, internetu i drugim naprednim izumima koji su olakšali život i svakodnevno poslovanje. Danas su stoga tehnologija i Internet dostupni u gotovo svim dijelovima svijeta i implementiraju se u sve aspekte ljudskog života, što je pak, dovelo do tzv. treće industrijske revolucije. Ta je revolucija iznjedrila povezivanje ljudi, strojeva i proizvoda odnosno dovela je do digitalizacije. Iz toga su proizašli tzv. Veliki podaci (eng. Big data) koji su omogućili lakše spoznavanje relevantnih podataka, pa ih danas koriste gotovo sva poduzeća, a posebice ona uslužna. Zahvaljujući njima, lakše se dolazi do marketinški važnih podataka i platforme se prilagođavaju potrebama i željama korisnika. Stoga, predmet ovog rada je upravo prikazivanje prednosti i nedostataka Velikih podataka u uslužnim poduzeća, pa je u tu svrhu analizirano korištenje Velikih podataka na konkretnom primjeru.The last two centuries have marked progress in all segments of life, thanks to technology, the Internet and other advanced inventions that have made life and everyday business easier. Today, therefore, technology and the Internet are available in almost all parts of the world and are implemented in all aspects of human life, which in turn has led to the so-called. the third industrial revolution. This revolution gave rise to the connection of people, machines and products, that is, it led to digitalization. From that came the so-called Big data, which made it easier to understand relevant data, so today it is used by almost all companies, especially service companies. Thanks to them, it is easier to access marketing-important data and the platforms are adapted to the needs and wishes of users. Therefore, the subject of this paper is precisely the presentation of the advantages and disadvantages of Big Data in service companies, and for this purpose the use of Big Data is analyzed on a concrete example