BBC News - Today - The 'big data' revolution You might not be aware of it, but almost every minute of your day you are adding to the world's vast reservoir of "big data." Technology correspondent Rory Cellan-Jones reports on how the data you create when you buy something, travel somewhere, read a webpage, or communicate with someone else using a phone or email, is being used by companies to better predict people's shopping habits. James Murray, European vice-president of Splunk, a big data company which "mines" such information, told the Today programme that the data is a powerful tool which is being put to good use - citing the example of a company in the US which uses health data to monitor patients wellbeing.