If you spend any time at all online, whether you are actually shopping or just looking for information about a new camera, listening to music or streaming videos, then you will almost certainly have noticed that, increasingly, the Internet makes suggestions to you about books you might like to read next, films you might like to watch or products you might want to buy. How does this happen? Well, it's just one example of how businesses are using something called 'big data' to market themselves more efficiently. So what is this thing called big data? How's it different from simple 'data'? That's what we're going to be looking at in today's programme with the help of business journalist. So, let's take the case of a particular toothpaste company that launched a new food line, which was a complete disaster. If they'd had access to big data, would they have marketed the product better?