"What these innovations in technology are allowing companies to do is to take data and then put context around it," said Jason Mendenhall, Switch's executive vice president. "And when we put context around it, that's when it becomes meaningful and it turns into knowledge."
That means tracking online shopping habits to tailor your ads and, on a larger scale, compiling big picture trends across industry specific clouds like health care. Alone, your medical record doesn't do much, said Mendenhall. By putting these records on the cloud and analyzing that data, you are able to see patterns that might otherwise go undetected.
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"All of a sudden we can start to predict what's going to happen in the future based upon a certain series of traits," said Mendenhall. "That prediction will allow doctors and pharmaceutical companies and technicians to better treat us as individuals."
As people become increasingly connected, they generate more and more data. Mendenhall estimates that people will generate 4.3 exabytes of data in their lifetime.
Exabytes are larger than megabytes, gigabytes, terrabytes, and even petabytes.
"The entire written works of man, from the dawn of time until today, in every single language, all compiled together is estimated to be 50 petabytes of data," explained Young. "This one cage just for eBay contains 100 petabytes of data. Twice the written works of man."
With this incoming tsunami of information comes the question of how to put it to work.
"We see what the companies are putting in place to be able to handle it," Mendenhall said. "And we see them taking those steps to be prepared for this wave that's coming. They have to do it in advance. It's not just one day someone says, 'Hey, we're going to collect data about coffee makers, and then magically it works.'"
And, as big data becomes an even bigger business, data storage companies like Switch are at the forefront of this evolution.
"It represents the promise that technology has been talking about over the past 15, 20 years. And now it's actually starting to come to reality," Mendenhall said.
—By CNBC's Tiffany Champion.