The term ‘big data’ in data analytics refers to vast volumes of complex data sets that traditional data processing applications cannot manage effectively. Big data encompasses structured, semi-structured, and unstructured data from diverse sources, such as social media, sensors, and transactional systems. The analysis of big data utilizes advanced analytical techniques, including machine learning and data mining, to uncover meaningful patterns, trends, and correlations. Organizations leverage insights derived from big data to drive decision-making, enhance customer experiences, and gain competitive advantages in their respective markets.