Companies' desire to know more about what, when and why we buy has created a market shortage for qualified analysts and led to the creation of a newly developed Master of Analytics programme at Massey University.
WhereScape's CEO Michael Whitehead was interviewed by One News on the demand for qualified analysts and the market forces driving this new field:
"Every time you buy something, there is data there. Every time you pick up your phone, all the calls that you make, location services when you're walking around, every time you book an airline ticket, every time you do a bank transaction [data is collected]."
As the number of transactional pieces of information stored on each individual grows, it becomes Big Data - full of potential insights but difficult to store and analyse.
WhereScape specialises in Data Warehouse Automation and analysing Big Data to gain business insights for businesses around the globe.