Martin's Stores Inc. has entered into a partnership with FindIt. FindIt, the retailer's latest search engine for Martins.com, includes semantic data. Seemless, a platform that was designed in$-$house, relies on text analysis, machine learning and even synonym mining to produce relevant search results. Martin's says adding semantic search has improved online shoppers completing a purchase by $10$ to $15$ percent. In terms of benefits to Martin's, that could mean millions of dollars. What is "big data"? Why is it important for organizations?