Understanding the 7 V’s of Big Data

Understanding the 7 V’s of Big Data

How do you define big data? The seven V’s sum it up pretty well – Volume, Velocity, Variety, Variability, Veracity, Visualization, and Value.

The “Big” in Big Data distinguishes data sets of such grand scale that traditional database systems are not up to the task of adequately processing the information. However, there is more to what makes Big Data big than simply its scale. Doug Laney, an analyst for Gartner, once described Big Data as consisting of the three dimensions of high volume, high velocity and high variety, but there are other “Vs” that help comprehend the Big Data’s true nature and its implications.

Big Data


When discussing Big Data volumes, almost unimaginable sizes and unfamiliar numerical terms are required:

  • Each day, the world produces 2.5 quintillion bytes of data. That is 2.3 trillion gigabytes.
  • By 2020, we will have created 40 zettabytes of data, which is 43 trillion gigabytes.
  • Most companies already have, on average, 100 terabytes of data stored each.
  • Facebook users upload that many data daily.
  • Walmart alone processes over a million transactions per hour.


Underlying the volume numbers is an even larger trend, which is that 90 percent of extant data have been created in just the last two years. The speed at which data are generated, accumulated and analyzed is on a steep acceleration curve. As of next year, there will be 19 billion network connections globally feeding this velocity.

Although most data are warehoused before analysis, there is an increasing need for real-time processing of these enormous volumes, such as the 200 million emails, 300,000 tweets and 100 hours of Youtube videos that are passing by every minute of the day. Real-time processing reduces storage requirements while providing more responsive, accurate and profitable responses.


Another challenge of Big Data processing goes beyond the massive volumes and increasing velocities of data but also in manipulating the enormous variety of these data. Taken as a whole, these data appear as an indecipherable mass without structure. Consisting of natural language, hashtags, geo-spatial data, multimedia, sensor events and so much more, the extraction of meaning from such diversity requires ever-increasing algorithmic and computational power.


Furthermore, the intrinsic meanings and interpretations of these conglomerations of raw data depends on its context. This is especially true with natural language processing. A single word may have multiple meanings. New meanings are created and old meanings discarded over time. Interpreting connotations is, for instance, essential to gauging and responding to social media buzz. The boundless variability of Big Data therefore presents a unique decoding challenge if one is to take advantage of its full value.


Understanding what Big Data is telling you is one thing. However, it is useless if the data being analyzed are inaccurate or incomplete. This situation arises when data streams originate from diverse sources presenting a variety of formats with varying signal-to-noise ratios. By the time these data arrive at a Big Data analysis stage, they may be rife with accumulated errors that are difficult to sort out. It almost goes without saying that the veracity of the final analysis is degraded without first cleaning up the data it works with.


A core task for any Big Data processing system is to transform the immense scale of it into something easily comprehended and actionable. For human consumption, one of the best methods for this is converting it into graphical formats. Spreadsheets and even three-dimensional visualizations are often not up to the task, however, due to the attributes of velocity and variety. There may be a multitude of spatial and temporal parameters and relationships between them to condense into visual forms. Solving these problems is the main impetus behind AT&T’s Nanocubes visual representation package.


No one doubts that Big Data offers an enormous source of value to those who can deal with its scale and unlock the knowledge within. Not only does Big Data offer new, more effective methods of selling but also vital clues to new products to meet previously undetected market demands. Many industries utilize Big Data in the quest for cost reductions for their organizations and their customers. Those who offer the tools and machines to handle Big Data, its analysis and visualization also benefit hugely, albeit indirectly.

Although Volume, Velocity and Variety are intrinsic to Big Data itself, the other Vs of Variability, Veracity, Value and Visualzation are important attributes that reflect the gigantic complexity that Big Data presents to those who would process, analyze and benefit from it. All of them demand careful consideration, especially for enterprises not already on the Big Data bandwagon. These businesses may find that their current best practices related to data handling will require thorough revamping in order to stay ahead of the seven Vs.

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