By the early 2000’s, rapid advances in computing and technologies, such as storage, allowed users to collect and store data with unprecedented levels of efficiency. The internet further added impetus to this drive by providing a platform that had an unlimited capacity to exchange information at a global scale. Technology advanced at a breathtaking pace and led to major paradigm shifts powered by tools such as social media, connected devices such as smart phones, and the availability of broadband connections, and by extension, user participation, even in remote parts of the world.

By and large, the majority of this data consists of information generated by web-based sources, such as social networks like Facebook and video sharing sites like YouTube. In big data parlance, this is also known as unstructured data; namely, data that is not in a fixed format such as a spreadsheet or the kind that can be easily stored in a traditional database system.