Fenomenal på digital?

Sammanfattning: The purpose with this paper is to go deep into the concept of big data and how companies should handle and analyse this data in order to gain important insights. The essay contains a theoretical study and a empirical study in order to deepen and substantiate the literature study. We chose to study how two swedish retailers, Mockberg and Odd Molly, work to gather and analyse big data from digital channels and what the main challenges are. In order to achieve our first purpose we chose to read literature, articles and studies within big data, analytics and measurement in order to understand big data, its potential, opportunities and challenges. In the empirical study we chose to do semi-strucuted deep interviews with key persons within the companies. We can conclude that Big Data is a consequence of digitization where consumer behavior leaves traces resulting in huge amounts of data that is constantly increasing in scale. This goes very fast and requires both technical systems that can collect all the data but also sort it in a way that allows one to analyze and generate timely and relevant insights. Besides technical capability in terms of platforms and systems, organizational and human knowledge about how to handle all the data is also required to actually create the value of the data collected.