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Big data refers to the massive volume of structured and unstructured data that is generated by businesses, organizations, and individuals on a daily basis. This data is too large and complex to be managed and analyzed using traditional data processing tools. Big data encompasses a wide range of information, including customer demographics, online behavior, social media interactions, sensor data, and much more. In order to extract meaningful insights and make informed decisions, organizations use advanced analytics and machine learning techniques to process and interpret big data. The insights gained from big data analysis can be used to improve business operations, develop new products and services, and gain a deeper understanding of customer behavior. Overall, big data has the potential to revolutionize industries and drive innovation in countless ways.