It’s a generally accepted maxim that the business community’s fascination with big data, which started in the mid-2000s, ran out of steam about five years ago.

But that’s only partly true.

While the talking points have shifted to DevOps, Agile, AI, and machine learning, big data never left the scene. On the contrary: It has become so widespread that no one feels the need to bring it up anymore. Today, it’s just data.

To give some context, big data and business analytics solutions are expected to reach $274.3 billion worldwide by 2022, from an estimated $189.1 billion in 2019, according to International Data Corporation.

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