Big data is a large collection of wide variety data gathered from multiple internal and external sources that can be used for discovery and analysis. This data collected enable companies to conduct deep analysis in order to understand its customers and tailor their products and services to escalate customer satisfaction.

Data gathered as Big Data comes in both structured and unstructured form. The structured data like catalogues and legal records is easy to store, sort and analyze. However, unstructured data like emails and videos are inextricable to put into a suitable form.

The data produced as big data is used by businesses to create more data which is useful, this data is used by the companies to meet its organizational goals. Big Data analytics enables organizations to be improve their decision making and be cost effective.