ACCA Strategic Professional · Strategic Business Leader · Big data and data analytics
Marlowe Insurance combines structured policy records with customer emails, call-centre audio recordings, photographs of damaged vehicles and social media posts to assess claims. The board is told the main analytic obstacle is that these sources cannot be stored in one standard relational table. Which V of big data does this primarily illustrate?
This illustrates variety. Marlowe is combining structured records with unstructured text, audio and images, which cannot fit into a single relational table. The obstacle is the diversity of formats rather than the quantity or speed of the data.
- AVarietyCorrect
- BVelocity
- CValue
- DVolume
Explanation
The mix of structured data with text, audio and images is the defining feature of variety. Unstructured formats do not fit neatly into relational tables. Volume would relate to quantity of data, and velocity to speed, neither of which is the stated obstacle.
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