Big Data, as it is called, is the organization and interpretation of large data sets and multiple data sets to find new trends and highlight key information. In the case of your company, that means identifying trends in consumer tastes and behaviours that marketing strategists can take advantage of when they are planning a brand’s next moves. For example, one use of Big Data would be looking at both market share and market growth together, then breaking them down by demographics to highlight both the most common demographics for products and the users with growing interest who might represent opportunities for growth.