The skyrocketing economic value of the data economy underpinning the so-called fourth Industrial Revolution is mainly fuelled by the business’ ability to infer highly insightful knowledge about clients’ behaviours and tastes. To this end, a pivotal role is notoriously played by the enlarged sphere of influence that characterises Big Data.

Indeed, what truly makes a piece of digitalised information “big” is the unprecedented number of attributes that, by heightening its descriptive value, make it possible for data analysts to find a greater number of overlaps with other data’s descriptors, thus uncovering patterns among datasets otherwise undetectable in a small data context.