Chapter 3 defines data as the essential "raw material" for business intelligence, emphasizing that it must be made "analytics ready" through rigorous preprocessing, cleaning, and transformation. It provides a taxonomy of structured and unstructured data and explores Big Data through its defining "Vs"—volume, variety, and velocity. The text introduces enabling technologies like Hadoop, Spark, and NoSQL, alongside statistical modeling techniques such as linear and logistic regression. Finally, it covers stream analytics for real-time insights, using cases like SiriusXM to illustrate data-driven marketing success.

Content from the book "Sharda, Delen, and Turban. Business Intelligence, Analytics, Data Science, and AI: A Managerial Perspective, 2024, 5th edition"

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