Big Data is not a singular concept but rather a label for a range of data issues. A few months ago I wrote an article about the Volume, Velocity, and Variety (and other “V’s”) of big data hoping to encourage a common language around more specific data concepts. Mark Masden, Principal author of Clickstream Data, is not a fan of the V’s of Big Data because, as he points out, there are important data sets that do not fit any of the V’s. However, for business people who are not data experts, the V’s provide a framework to communicate about
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