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. Although there is no agreed-upon definition, “big data” is often characterized by the three V’s— high volume, high velocity, and high variety. While the list of V’s keeps increasing (i.e., veracity and volatility), competing definitions and understandings of the concept as well as its potential usage are also proliferating. Despite the confusion, one thing is clear: big data is here to stay . Every organization needs to understand what big data means to them, and how big data analytics can be deployed to enhance their work in a timely, efficient, and effective fashion