EVALUATING THE POWER OF BIG DATA ANALYTICS BY ASSESSSING THE EFFECTIVENESS OF GOOGLE ADSENSE

Abstract

The objective of the project was to understand the strengths of Big Data analytics, a term very widely used for obtaining vital information for the business out of large amount of data related to the users, customers or consumers. In the early phase of research, the project was planned with a focus on Hadoop (the biggest tool for data driven marketing used by organizations), success or failure of Data Driven marketing can largely be assessed through its results. But being an algorithm largely put in use by organizations, it was not possible to utilize it for the project considering the lack of time, resources and low scale nature of the study. However, a ray of light came in the form of the world‘s largest search engine and a frontrunner in exploiting new technologies, Google. Google analytics is an in-house developed program, which can assertingly be called the ̳Google‘s version of Big Data Analytics‘ model that has revolutionized Data Driven Marketing when it comes to Online Advertising. It currently finds its implementation in offering the ―Google Adword‖ and ―Google Adsense‖ products. So this project is a humble attempt of evaluating the viability and effectiveness of Google Analytics and DoubleClick (in turn Big Data) in the attempt to grab the attention of online buyers through Adsense.