Big data refers to the massive amounts of digital data being created every day from various sources such as social media, sensors, photos, videos, and online activities. This data is characterized by its volume, velocity, variety, and veracity. New technologies allow businesses and organizations to analyze these large, diverse, and complex data sets to gain insights and add value in many ways such as improving customer targeting, optimizing processes, enhancing health research, bolstering security efforts, and upgrading city infrastructure. While big data is transforming many industries, its full potential is just beginning to be realized.