FAQs: Big data | DMA

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FAQs: Big data


There is no single definition of what big data is although useful offerings centre around the concepts of the four Vs:

  • Volume (large and growing volumes of existing and new data sources)
  • Velocity (the pace of change and generation of these data sets)
  • Veracity (a true source of data that is useful)
  • Value (does it add value or solve a business issue?)

Based on these definitions, big data could be considered as the practice of analytics and insight for business benefit using large and dynamic data volumes.

The DMA Data Council have produced these FAQs to address the six key questions and answers relating to big data.


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