 Variety. The variety consists of different types of data, representation and semantic interpretation. Dumbill (2012: 7) states that “data rarely presents itself in a perfectly sorted form ready for processing – it could be text from social networks, image data, a raw feed directly from a sensor source”. Value. Value is what matters to a person, that is, how valuable big data is to a person. Benefits of Big Data Customer Communication Customers are not easy to study and predict; they shop around a lot before they can make a purchase on a product. There are over 200 million blogs online and 34% of posts publish opinions about products and brands, and 90% of consumers trust opinions (HP Enterprise Business, 2012). With big data you can profile trends and even engage in real-time conversations. Redeveloping products Big data helps you understand how people perceive your products; with the data received with each purchase, you will be able to know how your products are received on the market. Perform risk analysisContinue scanning and analyzing newspaper articles and social media feeds...