Big data collections are so enormous and complex that traditional data management software, hardware, and analysis processes are incapable of dealing with them. Five key characteristics associated with big data help to determine its usefulness in making effective business decisions.

Identify which big data characteristic is most emphasized within each scenario.

Variety

Piper relies on live sales data at a major sports event to determine whether to buy additional advertising space on Google during the event.

Volume

Peyton uses big data projections to determine which customers are most likely to cancel their insurance policy within