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ACCA Strategic Professional · Strategic Business Leader · Big data and data analytics

Veltrix Retail, a chain of 300 supermarkets, collects loyalty-card transactions, in-store camera footfall feeds, social media comments and supplier delivery logs. Its board asks whether this collection counts as 'big data'. Which feature set best explains why it does?

Veltrix's data is big data because it combines very large volumes, many different structured and unstructured formats, and a fast rate of generation. Camera feeds, social comments, transactions and logs together show volume, variety and velocity, unlike a single fixed-field or month-end financial database.

  1. ALarge volume, wide variety of structured and unstructured sources, and high velocity of generationCorrect
  2. BData held only in a single relational database with fixed fields
  3. CData that has been audited and approved by external auditors
  4. DData limited to internal financial transactions recorded at month end

Explanation

Big data is characterised by the 'Vs': volume, variety and velocity (with veracity and value often added). Veltrix combines transaction data, video, text and logs arriving continuously. A single fixed-field database or month-end financial data does not show these features.

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