 Variety. The variety lies in the different data types, representation and semantic interpretation. Dumbill (2012: 7) states that "data rarely comes in a perfectly ordered and ready-to-process form - it could be text from social media, image data, a raw feed directly from of a sensor source”. Value. Value is what matters to a person, that is, the value of Big Data. Benefits of Big Data Communicating with Customers Customers are not easy to study and predict; they look around a lot before they can buy a product. There are more than 200 million blogs online and 34% of reviews posted about products and brands, and 90% of consumers trust reviews (HP Enterprise Business, 2012). With Big Data, you can profile trends and even engage in a conversation in real time. Redevelop products Big Data helps you understand how people perceive your products; Thanks to the data received with each purchase, you will be able to know how your products are received in the market.Perform risk analysisContinues analysis and analysis of newspaper articles and social media feeds...