ABSTRACT
Exploring the full potential of Big Data (BD) and their related technologies requires fundamental comprehension of basic data concepts. Before starting any data analytics process, it is essential to understand the multiple data sources available and the interdependencies between them. The various types, formats, and magnitude of data are essential factors in the composition of the business context and, consequently, the objective of the analytics program. Additionally, they guide the selection of BD technologies and methodologies to meet the challenges of data acquisition, storage, and processing. A pervasive topic that frequently undermines the success of data analytics programs is Data Quality. Special attention must be dedicated to understand causes and mitigate the effects of weak data. An effective strategy can be created by embedding Data Quality programs into Data Governance programs.
