$\mathrm{ZZ}$ is a music streaming company specialising in classical tracks and opera. It has a growing loyal customer base, which has largely been created through word of mouth and magazine adverts and editorials.

You have received the following email from the new Chief Executive:

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From: To: Date: Donald Picton A.N. Accountant 25.06.2014 Subject: Big Data Good morning to you! As you know, ZZ does not use social media as I believe our customer base is largely comprised of an age bracket that wouldn't be likely to engage in such channels. However, I have just discovered that recently, a Twitter account has been created by an enthusiastic customer entitled @iloveZZ. It has several thousand followers already! This is all about 'Big Data', isn't it. Can you prepare me a report about it? I would like to understand the general risks and benefits of Big Data to ZZ. With many thanks and regards, D