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David Dorf, senior director of technology strategy for Oracle Retail, says the phrase "big data" first began to gain "buzz" status around five years ago. "It has come to represent the exponential growth of data and the complexity of analyzing it," he says. He starts with what has become the generic definition for big data - volume, variety and velocity. "Retailers have always dealt with big data in the sense that they handle thousands of [products], hundreds of stores and a steady stream of transactions," he says. "What's new is the variety of data. Some of it is highly formatted transactional data, but increasingly it's coming from sources such as a Twitter stream where there is natural language that's hard to understand using systems. The other thing that has changed is the velocity. Data is coming at us at a much faster pace."

David Dorf, senior director of technology strategy for Oracle Retail, says the phrase "big data" first began to gain "buzz" status around five years ago. "It has come to represent the exponential growth of data and the complexity of analyzing it," he says. He starts with what has become the generic definition for big data - volume, variety and velocity. "Retailers have always dealt with big data in the sense that they handle thousands of [products], hundreds of stores and a steady stream of transactions," he says. "What's new is the variety of data. Some of it is highly formatted transactional data, but increasingly it's coming from sources such as a Twitter stream where there is natural language that's hard to understand using systems. The other thing that has changed is the velocity. Data is coming at us at a much faster pace."

"Big data is not big news in retail but we are having to solve problems around the velocity and the variety of data," said Webster. "How do we bring in social interactions and marketing interactions together, to give you a more unified view of the entire customer engagement. We are a mobile world, with 6 billion mobile subscribers."