The term ‘big data’ describes large volumes of complex data sets—including structured, semi-structured, and unstructured ones. One way to characterize big data is by its volume, variety, and velocity, also known as the 3Vs of big data. Volume illustrates that the size of the data is incredibly large whereas variety relates to the types of data while velocity refers to the speed in which data is received and softened acted on. Big data’s volume, variety, and velocity make it so that traditional means of processing data doesn’t suffice with it. Understanding how to use big data effectively allows organizations to gain insights that enable them to make more informed decisions. Artificial intelligence and machine learning techniques provide organizations with massive amounts of data with the ability to do just that.