We’ve heard about it, read about it, and possibly studied it, but why the hype around big data? In its simplest form, big data involves data sets so large that conventional tools cannot be used to analyze and decipher it. Think billions of web clicks that must be managed with several large systems as opposed to a few Excel spreadsheets. For example, consider the billions of interactions companies such as Macy’s receive each day via social media, their own website, and other platforms. But how are companies using big data to their advantage? Here are a few success stories.