Understanding Big Data can increase your sales and protect your privacy. Big Data is not simply data or information. Big Data refers to a way of analyzing a great deal of information by applying artificial intelligence tools. This information does not reside just in your own computer files, such as contact information and purchase history. Big Data refers to tracking information as you surf the web, as well as data captured by Social Media such as Facebook. This information with appropriate algorithms can predict and target consumers, thereby influencing purchases.