Big data analytics is the leading technology that most modern organizations are venturing into. Without this technology, most companies are blind and deaf and cannot take advantage of the massive amounts of data available in the connected world. Using big data in marketing helps uncover valuable information about the customers, allowing you to connect with them at a personal level. Unlike a few years ago, current businesses do not need to rely on shoddy market research companies to gain insights. Rather, they dig into their own datasets, get past superficial metrics such as location, age and gender of the customers, and uncover valuable information about different demographics. Under the traditional datasets, this was difficult and unattainable until recently.

As technology gets integrated into our daily lives and jobs, data is becoming a key area of refuge for organizations who want to take advantage of automation to boost performance and cut costs. A recent report by Gartner indicates that a growing number of organizations want to be sellers and purchasers of data thus, showing the importance of data in the modern business landscape. From this report, data science and data analytics will continue dominating the investment decisions of organizations for years to come. Therefore, online data marketplaces are set to increase as buying and selling of data is geared towards making data more accessible, cost-effective and scalable.

Big data has become one of the most talked-about technologies in the world today. It refers to large data sets, structured or unstructured, coming from different sources. Among the data sources are customer databases, social networks, mobile applications, business transactions, medical records and scientific experiments. Today, companies are focusing on implementing architecture, consolidating data, and discarding legacy systems. Big data has shown immense potential for businesses because it helps companies manage large data volumes efficiently.