Definition: Big Data Analytics is the process of using advanced analytical tools and techniques to analyze a large amount of data in order to find hidden patterns and new associations of variables and other insights. It helps marketers, researchers, analysts and other business people to make (more advanced) use of their already existing data and find new opportunities for their business. If you do this really well, it may lead to some level of competitive advantage, since better decisions can be made from relevant data in a reliable way.
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