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Big data analytics refers to the process of examining large and varied data sets, often called big data, to uncover hidden patterns, correlations, trends, and other insights. This analysis is typically conducted using advanced analytics techniques, including predictive analytics, machine learning, and statistical algorithms, to extract valuable information from the data.The term "big data" refers not only to the sheer volume of data but also to its velocity, variety, and veracity. These characteristics make traditional data processing techniques inadequate for handling big data. Therefore, big data analytics often involves specialized tools and technologies capable of processing and analyzing massive amounts of data efficiently.