We have found however one of the best explanations to date - "The world has always had 'big' data. What makes 'big data' the catch phrase of 2012 is not simply about the size of the data. 'Big data' also refers to the size of available data for analysis, as well as the access methods and manipulation technologies to make sense of the data." Cited from 12/2012 Adexchanger.com article by John Ebbert

Whilst Big Data has existed since the advent of computing, its relevance to a business and the tools to demonstrate it have made it so popular only recently. The FlexiTE stores and records all the data on your website in order to present it in the best way possible to add value to our organisation in two aspects namely; (1) understanding why and what material on your site is best and (2) presenting the key material to the right user and the right time.

The amount of data that the FlexiTE records on the site definitely qualifies as Big Data. The CMS stores user trends, page browsing, clicks on every element, duration and behaviour, user details (if accepted by the user) and many more details. All this data is stored within the database every second of each user session. All of this data contributes to building the reporting aspects of the CMS and presenting to the user any kind of data per user and also per element on the site.

The data that is being stored allows the client to be able to understand who is accessing what business terms (taxonomies) using what elements on the site. It is capable of categorising which elements are being the most successful to obtaining what group of customers to the site (such as age group, gender etc.). Reports also allow the client to understand which business terms have led to what other business terms, helping in understanding what clients are really after. An example within the banking sector would be the identification of a younger age group moving from elements that relate to "credit card" then moving to "car loans", whilst an older generation would move to a "home loan" instead. This is an obvious assumption however FlexiTE has already helped customers in realising otherwise thus being able to understand the market better and position the taxonomies in a different way to adapt to the market.

All of this data is presented to the user through the FlexiTE using graphs and reports that are easy to understand removing the hassle and the complexity of getting analysts on board to decipher the large volumes of data that is generated by the system.