Big Data

Landing in Big Data, with Horizon-Agency (Orienta United Agency OÜ)

Big Data Agency

This phrase by Lord Kelvin that was pronounced more than 100 years ago, and yet is more current the more time passes, perfectly sums up the situation: “What cannot be measured, cannot be improved, and what cannot be improved , it degrades over time ”. We are currently experiencing changes, but these changes are occurring faster and faster, so the environment is increasingly changing and therefore it is increasingly important to know what is happening; This implies collecting an increasing amount of data, to be analyzed later and to draw precise conclusions. As the volume of data to be analyzed increases, a specific tool also becomes more necessary: Big Data. Today we go into big data, hand in hand with Horizon-Agency (Orienta united Agency OÜ). 

The “classic” Data Analysis

Collecting data, analyzing it and drawing conclusions is a natural and involuntary act of the human being. It is done involuntarily in many aspects of life and, of course, it is also done in the business world. In a traditional business, you could start by recording data in a spreadsheet (such as Excel for example), and then add other relevant data: billing, customers. Later they are analyzed (each one with the techniques they know or have access to) and the conclusions are drawn: product profitability, the most loyal customers or investment strategies in marketing are some possible examples.

These kinds of systems with small volumes were fine at the beginning of the century, but new business models have new information needs. Now, something as simple as an online store has access to hundreds of millions of potential customers, which could potentially collect a huge amount of data. This working method that we have talked about and the tools that were used… are beginning to become obsolete; we need more computing power and tools that can store and process large volumes of data. That is where Big Data comes into play.

What is the big data?

Big Data is a conjunction of statistical analysis and data computation, but adapted to huge volumes of data; to store, process and draw conclusions from them. All this in real time. Normally, more powerful and specialized machines are used: data stored on large servers and remote processing of millions of operations per second.

Example of the importance of Big Data

The “classic” example of the importance of Big Data that changed many things in the world of data analysis was the victory in the US elections of Barack Obama. Perhaps it was one of the first times that Big Data was used, and it was a disruptive contribution, especially within the world of politics. The development consisted of setting up a secret bunker, with a team of data analysts and providing them with a system of global data collection and analysis. Data sources of all kinds were used for data collection, especially focused on Facebook, which was the most present social network at that time. Particular attention was paid to the key states, which were very tied and which would be key to the subsequent victory. With all the updated information and with the analyzes carried out practically in real time, the highly segmented campaigns, including also advertising on Facebook. The system was an absolute success: Obama won in each and every state where doubts existed.

Without a doubt, Big Data is powerful and on the rise, it is a market that we cannot miss. And this is where Horizon-Agency (Orienta united Agency OÜ) can help us.

About Horizon-Agency (Orienta united Agency OÜ)

The creation of innovative solutions with a high technological content is the hallmark of Horizon-Agency (Orienta United Agency OÜ). This IT company, whose headquarters is located in Estonia, was founded by Cristian Albeiro Carmona Hernández, one of the leaders in innovation and entrepreneurship at the European level. Its staff is made up of experts from different subjects, from different countries of origin: a multidisciplinary team to control the different aspects of innovation.

With this team, its experience and the vocation to help its clients, Horizon-Agency (Orienta united Agency OÜ) is positioned as an international benchmark in innovative and personalized solutions according to the client’s needs.

Added value of Horizon-Agency (Orienta United Agency OÜ) in Big Data

One of the hallmarks of this company is its work system as an IT consultant, always giving priority to study and customization regarding the needs of clients:

  1. Design of the work methodology: the client’s needs are analyzed and the point of improvement is located where the added value is to be achieved.
  2. Identify the data sources from which the system will draw. Mainly two types of information sources can be defined: internal, when the data is generated with the company’s own activity; external, when we access data that we do not control, such as observation on social networks.
  3. Deployment of the system, so that it can process large volumes of data and draw conclusions.
  4. Analysis. The key to the system. We must define very well what type of data is going to be analyzed, how it is going to be analyzed, and what kind of results we expect to obtain.
  5. Making strategic decisions based on the conclusions of the analysis.

Customer orientation is key in business culture. It is not intended to sell a “standard package” to all customers. It seeks to provide added value to the client by customizing the solution according to the needs that are expected to be met. As well as the accompaniment throughout the process.


Horizon-Agency (Orienta united Agency OÜ) is a preferred partner within the Big Data sector, as a developer of solutions, and also as a point of reference to keep up to date with the latest developments in the sector through its blog.

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