Of course, data in large volumes, known as\u00a0Big Data\u00a0, are of great value to companies because all this digital information allows them to know what the user is looking for and how their needs can be met. The process is not that simple, since they can also generate complications in their collection, due to the regulation for their use, due to privacy issues or even the creation of biases and inequality through them. First, it is necessary to know if companies have ready solutions to these challenges according to their level of\u00a0digital maturity\u00a0and, if so, carry out the necessary development.\u00a0It is best to approach experts who offer everything from data architecture and implementation to analytics, that is, they save, connect, integrate, automate and secure the collection and connection of\u00a0Big Data\u00a0sources . The challenge now is not the amount of\u00a0Big Data\u00a0, but the quality of it and the analytical capacity to transform it into actions, for example, in\u00a0digital marketing\u00a0it translates into better experiences for the user: \tYou can generate better targeted communications that improve the relationship between brands and people. \tPredict customer behaviors \tUnderstanding the consumer (intelligence). data analytics According\u00a0to Hootsuite data\u00a0, as of January 2021, of 129.6 million people in Mexico, 115.4 million use\u00a0mobile devices\u00a0, 92 million are internet users and 100 million are active on social networks. Within all that great universe of people, there are 84 million Mexicans between 16 and 64 years of age and 9 out of 10 searched online for a product or service to buy it, so can you imagine all the\u00a0Big Data\u00a0they generate and the complications to analyze it? The\u00a0customer journey\u00a0, the type of device they used, the value of what they bought, the product they chose\u2026 all this and much more is analyzed.\u00a0This behavior, with the help of\u00a0artificial intelligence\u00a0, generates\u00a0valuable information\u00a0-and here we are not talking about violating privacy- but about trying to anticipate what the customer is looking for or improve their\u00a0digital experience\u00a0. Take it into account \tReal-time data generates patterns and behavior models in order to automate decision making. \tNew jobs have been created as data analysts or data scientists. \tThe characteristics of\u00a0Big Data\u00a0are: volume, variability (type), speed (generation and processing), veracity and value of the data. \tThey must be captured, managed, processed and analyzed in a given time to be useful. \tArtificial\u00a0intelligence\u00a0allows interpreting the data and making predictive models to act or prevent an event. \tThe agility, scalability and automation of data serves to improve processes, decision making and sales strategies.