(lighthearted music) Let's discuss what big data is and how to use it. In these lessons, we'll talk about how big data can be applied in data analysis, how it relates to company financials, and the benefits and challenges of using big data. You'll also learn about the role of big data in financial ethics. To put it simply, big data is just large amounts of data assets. The National Institute of Standards and Technology define big data as consisting of extensive data sets, primarily in the characteristics of volume, velocity, and/or variability that require a scalable architecture for efficient storage, manipulation, and analysis. So what does that all really mean? In today's world, we get data from a variety of sources: social media, cell phones, meters, including water, electric, and traffic lights, sales data, and telehealth sites. We can extract information from anything that can store or compile large amounts of data. Let's take a deeper look into each one of the three V's of big data: volume, velocity, and variety. Volume. There's an unlimited amount of data available, but storing all this data isn't really the issue. The biggest challenge with volume is how to decipher your data into usable sets. Velocity. There are billions of Google searches daily. So the challenge for data analysts is how to find ways to collect, process, and utilize these vast amounts of data. Variety. It comes as no surprise that data comes in various forms, but most data is defined as either structured or unstructured. Structured data is easy to enter, store, and analyze. Examples would be forms, websites, and other applications that either have fields for the user to fill in or that use dropdown menus. Unstructured data is not easy to store or analyze. Examples would be emails, posts on social media, and photos. In recent studies, users of big data have included a few more V's. Veracity is the accuracy of the data collected. Value indicates how to use the data once it's collected. And variability means that data is prone to changing. This makes data collection hard to predict and even analyze.