Big data is a term that describes large, hard-to-manage volumes of data – both structured and unstructured – that inundate businesses on a day-to-day basis. But it’s not just the type or amount of data that’s important, it’s what organizations do with the data that matters. Big data can be analyzed for insights that improve decisions and give confidence for making strategic business moves.

You are watching: To evaluate market potential, you would use data on all of the following except

History of Big Data

Big data refers to data that is so large, fast or complex that it’s difficult or impossible to process using traditional methods. The act of accessing and storing large amounts of information for analytics has been around for a long time. But the concept of big data gained momentum in the early 2000s when industry analyst Doug Laney articulated the now-mainstream definition of big data as the three V’s:

Volume. Organizations collect data from a variety of sources, including transactions, smart (IoT) devices, industrial equipment, videos, images, audio, social media and more. In the past, storing all that data would have been too costly – but cheaper storage using data lakes, Hadoop and the cloud have eased the burden.

Velocity. With the growth in the Internet of Things, data streams into businesses at an unprecedented speed and must be handled in a timely manner. RFID tags, sensors and smart meters are driving the need to deal with these torrents of data in near-real time.

Variety. Data comes in all types of formats – from structured, numeric data in traditional databases to unstructured text documents, emails, videos, audios, stock ticker data and financial transactions.


In addition to the increasing velocities and varieties of data, data flows are unpredictable – changing often and varying greatly. It’s challenging, but businesses need to know when something is trending in social media, and how to manage daily, seasonal and event-triggered peak data loads.



Veracity refers to the quality of data. Because data comes from so many different sources, it’s difficult to link, match, cleanse and transform data across systems. Businesses need to connect and correlate relationships, hierarchies and multiple data linkages. Otherwise, their data can quickly spiral out of control.


Data-Driven Innovation

Today’s exabytes of big data open countless opportunities to capture insights that drive innovation. From more accurate forecasting to increased operational efficiency and better customer experiences, sophisticated uses of big data and analytics propel advances that can change our world – improving lives, healing sickness, protecting the vulnerable and conserving resources.




How Big Data Works

Before businesses can put big data to work for them, they should consider how it flows among a multitude of locations, sources, systems, owners and users. There are five key steps to taking charge of this " data fabric" that includes traditional, structured data along with unstructured and semistructured data:

1) Set a big data strategy

At a high level, a big data strategy is a plan designed to help you oversee and improve the way you acquire, store, manage, share and use data within and outside of your organization. A big data strategy sets the stage for business success amid an abundance of data. When developing a strategy, it’s important to consider existing – and future – business and technology goals and initiatives. This calls for treating big data like any other valuable business asset rather than just a byproduct of applications.


2) Identify big data sources

Streaming data comes from the Internet of Things (IoT) and other connected devices that flow into IT systems from wearables, smart cars, medical devices, industrial equipment and more. You can analyze this big data as it arrives, deciding which data to keep or not keep, and which needs further analysis. Social media data stems from interactions on Facebook, YouTube, Instagram, etc. This includes vast amounts of big data in the form of images, videos, voice, text and sound – useful for marketing, sales and support functions. This data is often in unstructured or semistructured forms, so it poses a unique challenge for consumption and analysis. Publicly available data comes from massive amounts of open data sources like the US government’s, the CIA World Factbook or the European Union Open Data Portal. Other big data may come from data lakes, cloud data sources, suppliers and customers.

3) Access, manage and store big data

Modern computing systems provide the speed, power and flexibility needed to quickly access massive amounts and types of big data. Along with reliable access, companies also need methods for integrating the data, building data pipelines, ensuring data quality, providing data governance and storage, and preparing the data for analysis. Some big data may be stored on-site in a traditional data warehouse – but there are also flexible, low-cost options for storing and handling big data via cloud solutions, data lakes, data pipelines and Hadoop.

4) Analyze the data

With high-performance technologies like grid computing or in-memory analytics, organizations can choose to use all their big data for analyses. Another approach is to determine upfront which data is relevant before analyzing it. Either way, big data analytics is how companies gain value and insights from data. Increasingly, big data feeds today’s advanced analytics endeavors such as artificial intelligence (AI) and machine learning.

5) Make intelligent, data-driven decisions

Well-managed, trusted data leads to trusted analytics and trusted decisions. To stay competitive, businesses need to seize the full value of big data and operate in a data-driven way – making decisions based on the evidence presented by big data rather than gut instinct. The benefits of being data driven are clear. Data-driven organizations perform better, are operationally more predictable and are more profitable.

Next Steps

Big data demands sophisticated data management technology to transform your analytics and AI programs into big opportunities. has you covered.

See more: How To Eat With A Lip Piercing ? New Lip Piercing And Eating

Regardless of source, where the data is stored, or how large and complex it is, Information Governance makes it faster and easier for data users to find, catalog and protect the big data that is most valuable for analysis. Metadata-oriented search results show detailed information about each data asset. In turn, business users can evaluate the data’s fitness for purpose with less reliance on IT while avoiding rework and making more informed choices.