It is useful for a company to know what the consumer demand is. Conversely, it is nice for a consumer if a company can provide customization. That is why big data is of great value to both parties. Big data refers to a large group of information in the form of data that is not structured. As a company, you can analyze that big data to learn more about the search behavior and interests of people who surf the internet. As an entrepreneur you can learn a lot from this, so that you can, for example, switch strategies if you see that something is not working.