THE SIX V’S OF BIG DATA

1. Variability- which is frequently confused with variety, is a measure of the errors in

data. For an example, we visit the same coffee shop and buy the same latte. But it
could smell or taste a little bit or a lot of different every coffee that we purchased.
The variable pace at which data is downloaded and stored across different systems
is also a result of variability, giving users of the same data a different experience.

2. Veracity- relates to its accuracy. The accuracy of the advice they supply at a specific
time in a specific situation can depend on a variety factors. For an example,
communications with the customers that fail to convert to sales due to incorrect
customer information. Poor data quality or incorrect data can result in the targeting
of wrong customers and communications which ultimately causes a loss in revenue.

3. Validity- the accuracy of data for its intended use is referred to as validity. For
example, collecting a dataset containing information about your research topic could
make it more difficult to establish relevant connections and conduct significant
research.

4. Volatility- Volatility is the term used to describe the weighting given to a particular
data collection across time. It entails evaluating whether data collected a year ago
would be pertinent for analysis and predictive modelling now. This is unique to the
analyses that are being done. Comparably, determining the historicity of a given data
collection is another definition of volatility. Data engineers typically evaluate data
volatility as it relates to data governance.

5. Vulnerability- Big data frequently focuses on consumers. We frequently fail to

consider the potential risks of disclosing our shopping information, but the truth is that
it can be utilised to find out private details about a person. For example, Target
foresaw a teenage girl's pregnancy before her own parents were aware of it. It's
crucial to use caution while sharing information online in order to avoid these effects.

6. Visualization- Visualizing data is essential for understanding outcomes, with a new

data visualisation tool being published around every month. For the kind of intricate
detailing that goes into categorizations and trends across many criteria gathered via
big data analytics, the conventional x-y plot is no longer adequate.