The term "big data" stands for the nature of the data Contactive stores, which comes many sources. Most of this data is unstructured and unorganized, and we are

The term "big data" stands for the nature of the data Contactive stores, which comes many sources. Most of this data is unstructured and unorganized, and we are able to structure and index it. Every time we get new data, we have to compare it with the existing set. This is done in realtime.. So, the fact we have 600+ million identities ready to be queried is the result of having a much bigger dataset were all the non-matched-yet data is stored.