Previously a company only had a handful of customers who all bought the same product in the same way things were pretty straightforward and simple. But over time, companies and the markets they participate in have grown more complicated.
In this competitive market these companies have added more product lines and diversified how they deliver their product.
The sources of data have increased such as data generated by machines such as sensors and also other new human generated information sources such as data from social media and the click-stream data generated from website interactions.
Also some data is structured and stored in traditional relational database such as documents , customer service records and even unstructured like pictures and videos.
Also this data is growing exponentially.
Organizations carry out business based on knowledge gained from data analysis of these different types of data.
But there has been a shift in the size, type, form of data and in the way that data is analyzed.
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