INTRODUCTION Big Data is considered one of the most popular emerging technologies. Our day includes several activities and most of these activities concern the way we interact with people, the way we shop and search for things. There is now greater awareness of how to record all this data and draw meaningful insights and conclusions from it. As a result, there are numerous companies that accumulate data in large quantities. It is not just the quantity, but the speed with which this data is collected that contributes to the notion of Big Data. The three characteristics of Big Data include: - High volume: A reason why Big Data cannot be hosted and managed by existing organizations. systems is its huge volume that is growing day by day. - High speed: The speed with which data is acquired and read contributes to the complexity of Big Data. - High variety: The data that is streamed can be structured or unstructured, such as text, audio and video, which increases the complexity of any analysis that might be performed on the data. A significant drift could be noticed in the fields of science, sports, advertising and health in incorporating data-driven knowledge discovery processes to support and improve their business and systems. Not only that, a Stanford professor has also studied the impact and relevance of abundant data in the field of political science. According to his research, he says that automated computer analysis of political speeches, online newspapers and blog posts can be useful in guiding policy decisions and also in coming up with new ideas. EMERGENCY AND GROWTH Silicon Valley giants Google and Facebook have gathered for you... half the paper... information with existing data warehouses and legacy systems. Despite all these ongoing challenges, the vast majority of organizations (89%) see big data as an opportunity that supports data exploration and predictive analytics that could help discover new ways to identify potential customers, markets, reduce costs and support operations. A small minority (11%) consider it a problem due to its size. CONCLUSION Any new technology could only be evaluated in terms of long-term use and effectiveness. This could only be expected when scientists and engineers can better understand what Big Data could do and what it couldn't. It is always advisable to look into all the hype and make decisions with a sense of caution and sensitivity. As Alexei Efros says, “Big Data is a fickle and shy mistress that invites, but is not without risks”.”[1].