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There is no counting to the amount of data organisations get. Even more now in this age where we have the hardware capable of storing petabytes to exabytes of data (yep, Google looking right at ya). For many businesses, their critical data used to be limited to their transaction databases and data warehouses. In these kinds of systems, data was organised into orderly rows and columns, where every byte of information was well understood in terms of its nature and its business value.

Also, the variety of the data collected is incredible, popular searches, transactions, the trends of products ordered…

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