Exponential growth in data creates new demands for which traditional data management techniques like relational databases are not satisfactory. The pervasive nature of the internet and the so-called IoT has ensured that the exponential growth of data remains unchecked.
The point of processing this type of data is to be able to react - make decisions, automate tasks, refine actions and content. This is very different than the traditional methods of store, warehouse, process transactions and then update the "system of record." Bank accounts still work that way, but real-time streams of location data from a fleet . . .