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Many commentators have said that big data has the potential to help organisations spot useful trends in, for example, customer purchasing behaviour. This can go a long way toward driving more targeted sales. But much of big data's value has been hyped to levels approaching the unbelievable. In simple terms, big data refers to data sets that can't be handled easily through traditional methods such as dedicated servers driving a traditional database or data warehouse structure (like Oracle or Tera-data), and the associated analytics toolsets like Cognos that would drive interrogation and analytics.
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