Since then, the volume of data has grown exponentially. The advent of internet and faster computing means that vast amounts of information can now be harvested and used to optimize business processes. The problem is that conventional methods are not at all suitable for deciphering all numbers and understanding it. The amount of information is phenomenal, and in that information there are insights that can be very useful. Once patterns are identified, they can be used to customize business practices, create targeted campaigns and remove ineffective ones. However, as with large amounts of storage, special software is required to understand all of this data in a useful way.