The term "big data" refers to the vast volumes of structured and unstructured data generated at high velocity from various sources. This data, when analyzed, can reveal patterns, trends, and insights enabling informed decision-making across industries. Big data encompasses different characteristics, often described as the 5 Vs: volume, velocity, variety, veracity, and value. Organizations leverage big data analytics to improve operations, enhance customer experiences, and drive innovation. The rise of advanced analytics tools and machine learning has made harnessing big data increasingly critical for competitive advantage.