Forget About The Three Vs

Big data is not defined by how you can measure data in terms of volume, velocity, and variety. The three Vs are just measures of data — how much, how fast, and how diverse? A quaint definition of big data to be sure, but not an actionable, complete definition for IT and business professionals. A more pragmatic definition of big data must acknowledge that:

• Exponential data growth makes it continuously difficult to manage — store, process, and access.
• Data contains nonobvious information that firms can discover to improve business outcomes.