Next Generation Data Warehousing for Destination Marketing With Big Data Technologies

Abstract

This chapter will discuss evolution of traditional legacy data warehousing into modern big data technology for efficiently managing and analyzing data. Data warehousing brings together structured data from diverse sources on a business. Traditional systems have changed from batch processing to cloud computing and machine learning when handling large unstructured data and real-time information. Big data tools such as Hadoop and Apache Spark make traditional data warehousing faster. Cloud-based data management solutions, such as Amazon Redshift and Google BigQuery, scale and manage cost-effectively. This hybrid approach allows organizations to gain insights, adapt to market directions, and stay competitive in digital transformation.