Home Big Data Understanding What Is Veracity In Big Data: A Concise Guide

Understanding What Is Veracity In Big Data: A Concise Guide

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Accuracy, precision, and reliability – these are the cornerstones of veracity in the realm of big data. As data continues to grow at an unprecedented rate in terms of volume data quality, variety, and velocity, its veracity or truthfulness has become a crucial factor in its utility and value.

This blog post aims to demystify the concept of veracity in big data, highlighting its importance, how it’s defined, and the role of data governance in ensuring it. We will also delve into the consequences of poor data veracity, its core components, and how it impacts different industries. So, buckle up as we take you on a journey through the world of big data veracity!


In the digital age, we interact with various connected devices every day, from smartphones and laptops to smart TVs and even smart refrigerators. All these devices generate create a colossal amount of data, known as big data.

The term “big data” often conjures up images of large volumes of data moving at high speed. But it’s not just about volume, velocity, and variety; it’s also about veracity – the quality or trustworthiness of the data. This fourth ‘V’ of big data is arguably the most important and challenging aspect of big data.

The Importance Of Veracity In Big Data

For organizations striving to derive insights from big data, veracity is a critical factor. Inaccurate or untrustworthy data can lead to misleading insights, flawed decision-making, and potentially catastrophic outcomes. Imagine an organization relying on inaccurate health data for critical medical decisions or trusting erroneous finance data for strategic business decisions.

That’s why ensuring data veracity, removing biases, inconsistencies, duplications, and understanding data volatility are essential aspects of improving the accuracy of big data. However, sometimes, due to the dynamic nature of data, volatility isn’t always within our control. For instance, social media data is highly volatile, with sentiments and trending topics changing rapidly, making it harder to track and predict.

According to a survey conducted in 2021, approximately 84% of organizations reported that poor data quality led to significant financial losses and negatively impacted decision-making processes.

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What Is Veracity In Big Data

Defining Veracity In Big Data

So, what exactly is veracity in big data? In simple terms, it refers to the accuracy, precision, trustworthiness, and reliability of the data. It’s not just about the quality of the data itself but also the trustworthiness of the data source, type, and processing.

The goal is to ensure that the data makes sense based on business needs and the output aligns with the objectives. Interpreting big data correctly ensures that the results generated are relevant and actionable, thereby creating value for businesses.

Studies have found that on average, big data contains an error rate of around 2% to 4%, indicating that a substantial portion of information can be inaccurate or misleading.

The Role Of Data Governance In Ensuring Veracity

Data governance plays a pivotal role in ensuring data veracity. It involves establishing clear guidelines and processes for data management, including data collection, storage, processing, and analysis.

With robust data governance, organizations can ensure data validity, control data volatility, and ultimately, uphold the veracity of their big data. This, in turn, enables customers and them to leverage big data effectively, deriving valuable insights and making informed decisions.

The Impact Of Poor Data Veracity

Poor data veracity can have far-reaching implications. It can lead to incorrect insights, no data point misguided strategies, and ineffective decision-making. For example, in the medical field, if the data about a patient’s medication is incomplete or inaccurate, it can endanger the patient’s life.

Similarly, in business, inaccurate data can lead to faulty strategies, financial losses, and reputational damage. Hence, ensuring data veracity is paramount for successful use of big data.

A study analyzing data preparation processes found that data cleaning and preprocessing can consume up to 80% of the total data analysis time, emphasizing the importance of addressing veracity issues.

Collected Data And Data Quality

In the era of technology and information overload, data has become an invaluable asset for businesses. With the constant advancement of technology, we are generating an immense amount of data every day. This data can be classified into two main categories: collected data and unstructured data.

Collected data refers to the information that is intentionally gathered through various sources such as surveys, online forms, and customer feedback. This data is structured and organized, making it easier to analyze and interpret.

It typically includes quantitative data like sales figures, customer demographics, and website traffic statistics. Collected data is essential for businesses as it provides valuable insights into consumer behavior, market trends, and business performance.

On the other hand, unstructured data is generated from various sources such as social media posts, emails, videos, and images. This data is often in a raw and unorganized format, making it difficult to analyze using traditional methods.

Unstructured data is rich in qualitative information and can provide valuable insights if properly analyzed. However, due to its complex nature, businesses face challenges in extracting meaningful insights from unstructured data.

The concept of big data is closely related to these types of data. Big data is characterized by the three V’s: volume, velocity, and variety. Volume refers to the massive amount of data being generated every second. Velocity refers to the speed at which this data is being produced and needs to be processed. Variety refers to the diverse types of data, including structured and unstructured data, that need to be analyzed.

Traditional relational databases are not capable of handling the vast amount of data generated in today’s digital age. These databases are designed for structured data and are not efficient in processing unstructured data. To address the challenges posed by big data, businesses are turning to alternative solutions such as NoSQL databases and data lakes.

NoSQL databases are designed to handle unstructured data and provide scalability and flexibility. They allow businesses to store and analyze large volumes of data without the constraints of traditional relational databases. NoSQL databases use different data models, such as document-oriented or graph-based, to efficiently manage and analyze unstructured data.

Data lakes are another solution that businesses are adopting to manage big data. A data lake is a centralized repository that stores raw and unprocessed data from various sources. It allows businesses to store vast amounts of data in its native format, making it easier to analyze and extract insights.

Data lakes support a wide variety of data types, including structured, semi-structured, and unstructured data. They provide a cost-effective and scalable solution for managing big data.

Machine learning algorithms applied to big data can yield false positives, with an average rate of 10% to 15%, potentially leading to erroneous conclusions or actions based on inaccurate insights.

In conclusion, the increasing volume and variety of data being generated require businesses to adapt their data management strategies. Collected data provides valuable insights into consumer behavior and market trends, while unstructured data holds untapped potential if properly analyzed.

The three V’s of big data – volume, velocity, and variety – highlight the challenges and opportunities presented by the data revolution. Traditional relational databases are insufficient to handle big data, leading businesses to explore alternative solutions like NoSQL databases and data lakes.

As technology continues to advance, businesses must embrace these new approaches to effectively harness the power of data elements and gain a competitive edge in the digital age.

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The Core Components Of Veracity In Big Data

1. Validity: Ensuring Correct And Accurate Data For Intended Use

Validity is a key component of data veracity. It involves ensuring that the data is correct and accurate for its intended use. This means the actual data used must be relevant, represent the reality accurately, and align with the context in which it’s being used.

For instance, in Gretchen’s hypothetical example, she ensures validity by eliminating non-relevant data (hotel prices) and discrepancies from her dataset, thereby building a statistical model with high precision and accuracy.

2. Volatility: Understanding The Dynamic Nature Of Data

Volatility refers to the rate of change and lifetime of the data. Some data is highly volatile, like social media data, where sentiments and trends change rapidly, while other data, such as weather trends, are less volatile and easier to predict.

Understanding data volatility is crucial in companies dealing with big data, as it affects the data’s relevance and accuracy over time.

A metric commonly used to measure the veracity of big data is the Data Consistency Index (DCI). On a scale of 0 to 100, with 100 being the highest level of consistency, industry benchmarks indicate that big data typically scores around 65, highlighting the need for improving data quality and consistency.

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Veracity In Big Data Across Industries

From healthcare and finance to marketing and transportation, data veracity impacts a wide range of industries. In healthcare, accurate patient data is vital for effective diagnosis and treatment. In finance, accurate data is critical for risk assessment, investment decisions, and regulatory compliance.

In marketing, accurate consumer data drives targeted advertising and personalized customer experiences. In transportation, accurate traffic and route data enable efficient logistics and autonomous vehicle operations. Thus, maintaining data veracity is not just a technical necessity but a business imperative across industries.

The Challenges In Ensuring Data Veracity

1. Software Or Application Bugs That Distort Data

Software bugs or application flaws can distort data, affecting its accuracy and reliability. These anomalies can skew the insights derived from the data being analyzed, leading to faulty decision-making.

A comprehensive analysis of data sources in a big data ecosystem revealed that only 60% of the sources were deemed highly reliable, while the rest showed varying degrees of inconsistency and unreliability.

2. Noise: Non-Valuable Data That Increase Cleaning Work

Noise refers to non-valuable or irrelevant data entries that add to the volume of the collected, databut offer no valuable insights. Such data increase the work of cleaning and processing, leading to inefficiencies and delays in deriving insights from big data.

3. Abnormalities Or Anomalies In Data

Data abnormalities or anomalies are unusual data points or characteristics that deviate from the norm. These can be a result of errors, outliers, or even fraudulent activity. Identifying and dealing with these anomalies is crucial for maintaining data veracity.

4. Uncertainty: Doubt Or Ambiguity In Data

Uncertainty refers to doubt or ambiguity in data. It can arise due to missing or incorrect data either, inconsistent data, or vague data definitions. Managing uncertainty is key to ensuring data veracity and deriving reliable insights from big data.

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Final Note

In conclusion, veracity in big data is all about accuracy, precision, trustworthiness, and reliability. It’s not just about having vast amounts of data; it’s about having quality data that you can trust. By understanding what veracity in structured data is and its importance, you can better navigate the complex world of big data. Remember, when it comes to big data, veracity is king!

Last Updated on October 9, 2023 by himani


  • Parina

    Parina Parmar is a full-time dog mom with a knack for content, editing & advertising. She has years of experience in the communication industry, and her dedication to maintaining the integrity of the author's voice while ensuring clarity and coherence in the text sets her apart in her field. She is dedicated to immersing her love for culture, music, and the advertising industry in her works.


    • Bachelors in Journalism and Mass Communication
    • Specialization in SEO, Editing, Digital Strategy, Content Writing & Video Strategy


    • Bachelors in Journalism and Mass Communication
    • Diploma in Fashion Desgining
    • Performance Marketing by Young Urban Project