The true value of big data lies in the use of analytics tools, which range from basic business intelligence reporting to predictive analytics and machine learning. The falling cost of computing
hardware enables broader access to these tools and the data they manage, which ultimately democratises data analysis as users catch on to the value of analytics and move to take on
more of the work themselves.

Organ­isations are drowning in data. The age of big data has brought with it enormous opportuni­ties for organisations that are able to extract insight and value from all that data, but doing so requires an entirely new approach to thinking about data management and analysis, and an entirely new set of tools.