Big data can be defined as large sets of information with high diversity, which size or complexity is beyond the ability of traditional databases and data processing application software in order to obtain and manage to process the data. High volume, high velocity, and high variety are common attributes of big data which are known as the three Vs of big data. Big data can be unstructured, semi-structured, or structured. Structured data contains information that are managed and handled in spreadsheets and databases by the organization. Big data analytics is defined as the usage of advanced state-of-the-art analytic techniques and artificial intelligence (AI) to process these large diverse data sets.

The ability to process big data brings in several benefits.

• Improved decision making

Businesses can retrieve a large volume of data and analyze a large selection source of data to obtain innovative insights and accordingly act better, faster, and smarter. 

• Operational efficiency

Big data technologies can help companies save costs in storing and analyzing large amounts of redundant and unnecessary data. Integration of big data technologies helps companies to discover patterns and insights that leads to a smarter and more efficient business.

• Data driven marketing

Analyzing data from sensors, devices, video, logs, transactional applications, web and social media enables companies to be data driven. This permits companies to better tailor products and marketing efforts in order to create new products and services with the highest level of satisfaction and repeat business.