Thanks to big data methodologies, these organisations are able to gain precious insight into their own activity and clients, and to predict specific with a high confidence interval. The marketing industry, in particular, was completely disrupted by the possibilities opened by big data: indeed, the digital and advertising industries are among the industries generating, but also reusing, most of these data. Big data is often described using 5 Vs: Volume, Velocity (almost everything happens in real time), Variety, Veracity and Value.
Although the concept of big data became very popular in the 2010s, it still remains quite nebulous. It actually refers to the massive amounts of data collected by organisations, data which are now exploitable thanks to recent advances in computer and information sciences.