This growing Big Data has significantly changed the way businesess market, especially on social media. As the catchphrase of “data is the new oil” first heard back in 2006 (insight.nikkoam.com), social media was started with the intention of connecting with friends remotely, its purposes seems to have changed. Social media platforms are used by brands to advertise and expand their customer base. Not only is social media an output for marketing campaigns, it has also become the input for planning future social media strategies. Data generated from social media comes from likes, comments, shares to following and followers. This stack of data allows business and other stakeholder to learn about your consumers and their behaviour just by accessing the insight. With the data doubling every two years and estimated to reach over 44 trilion gigabytes in the year 2020 (business.com), it is high time for all businesses in any level to start using Big Data for constructive and innovative purposes as one of the most valuable resources in the world.

In Continuum, we see the need for a massive use of the Big Data available in the digital realm to help more targeted social and economic decisions. Continuum built a data center that draws on conversations, trends, and economic dynamics trends in the digital sphere of social media platforms. From here, we build a methodology in economic and marketing analytics to be more about future predictions and the affects of the current strategies in the future.