A data stream transmits a sequence of digitally encoded coherent signals to convey
information. Typically the transmitted symbols are grouped into a series of packets.
Data streams contain different sets of data that depend on the chosen format; these include:
- Attributes, each attribute of the data stream represents a certain type of data, such
as geodata
- Timestamp, attribute helps to identify when an event occurred.
- Subject ID is an encoded-by-algorithm ID that has been extracted out of a cookie.
- Raw Data includes information straight from the data provider without being
processed by an algorithm or human.
- Processed Data is data that has been prepared to be used for future actions.
Data Streams are used in various areas, such as
- Fraud detection & scoring – raw data is source data for an anti-fraud algorithm.
- Artificial intelligence – raw data is treated like a train set and a test set during the
building of AI and machine learning algorithms.
- Raw data is used for profiling and personalization to customize user profiles[6] and
divide them for segmentation, e.g., per gender or location
- Business intelligence – raw data is a source of information for BI systems, used for
enriching user profiles with detailed information about them.
- Targeting – processed data by data scientists improve online campaigns and is used
for reaching the target audience.
- CRM Enrichment – raw data is integrated with the customer relationship
management system. CRM integration allows for filling the gaps in users' profiles
with demographic data, interests, or buying intentions.
Reference:
What is Data Stream: Definition: Blog Onaudience.com (2020) On Audience. Available
at: https://www.onaudience.com/resources/what-is-data-stream-and-how-to-use-it/
(Accessed: November 16, 2022).
Data Stream (2022) Wikipedia. Wikimedia Foundation. Available at:
https://en.wikipedia.org/wiki/Data_stream (Accessed: November 16, 2022).
