This document discusses big data applications (BDAs) and their importance. [1] BDAs harness vast amounts of data through cloud computing and machine learning to deliver improved outcomes for users, such as more traffic, conversions or revenue. [2] They are characterized by their use of big data, network effects, action-orientation, and measurable results. [3] The document encourages embracing BDAs to enhance business and customer experience by unlocking the value in data through continuous improvement based on outcomes.