Due to the nature of these large, heterogeneous data sets, interpretation and comprehension of the data is often difficult, and current data storage and analysis technologies are no longer able to effectively store and analyse such large datasets (Genender-Feltheimer 2018). Big data is characterised by volume, velocity, value, variety, variability, and complexity (Katal et al. User generated social media data is another significant contributor to big data, with Facebook reporting 2.32 billion active monthly users (Noyes 2019a) and Twitter reporting 321 million active monthly users with 500 million tweets posted daily (Noyes 2019b)īig data is defined as large, complex, high velocity data sets (Seokyeon et al. Google, the most popular search engine, receives at least 5.5 billion search queries per day (Sullivan 2016) and processes 24 petabytes of data per day (Ali et al. With an estimated 3.7 billion internet users globally (Marr 2018) the internet is a significant factor in the generation of data. Big data is growing at an exponential rate due to unprecedented data capture from smart devices, the internet of things, measurement and sensor technology, transaction data, metadata, and social media (Ali et al.
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