Information generated by people and the gadgets today has gone from deficient to abundant which has increased the complexity of data. The challenge is how to elicitate, manage and organize this big data. The actual thing is to find out which data is important, what to keep and what to discard, and where to keep this enormous amount of data. The volume of data gets expanded when data is linked with other, resulting in data integration. Big data is still viewed as conventional data which is not sufficient. It should focus on what value the data can create into analytics rather than what technology it brings. Today due to digital convergence we have an opportunity and a challenge both to influence the creation to facilitate later linkage and to automatically link previously created data. This paper focuses on big data analytics, the challenges and opportunities it accelerates and how it could be magnified to base the analytics.
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