There is so much noise and confusion with big data I thought I would look at the types of data available in an organisation. Let’s start with what is big data? IBM have defined big data using these four “V’s”: Volume, Variety, Velocity and Veracity. IBM’s big data definition). This is a good description of the definition of big data, yet as a marketer I struggle to understand how I can practically apply this definition to data I use or work with in day-to-day marketing challenges.