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Big data is important because analyzing it unlocks information and insights that are beyond human perception and the ability of traditional database analytics. For example, a person can look at a thermometer and decide if they should wear a warm hat. A database can hold a decade of daily temperatures, cross-reference temperature with hat sales, then project how many hats a retailer should order for October vs. November. Big data analytics can review selfies as they post to social media; identify hats, hat material, and hat style; and then recommend which hats are trending—plus analyze global w