Big data is the talk of the digital town lately, with marketers and advertisers debating over how to best slice and dice the incalculably huge quantity of consumer data now available for use.

Odanga Madung and Samer Ahmed of Odipo Dev figured the matter called for an infographic: what they came up with, below, explains what exactly big data is, its characteristics and growth trajectory, and the refining process that transforms pure numbers into usable information.

(Infographic via Capital Campus)