Big data integration connects the screen or video platform to the large datasets the business already holds (transactions, loyalty history, supply chain, web behaviour), so what plays and what gets reported reflects real activity rather than assumptions.
Used well it closes a loop that is otherwise open. Sales data by store decides which promotion each screen runs; engagement data from interactive video feeds back into segmentation. Both are ordinary once the pipe exists and impossible before.
The caveat is that the phrase usually arrives before the question it is meant to answer. Connecting a warehouse to a signage platform produces dashboards nobody acts on unless somebody has decided in advance which decision the data is for. "What would we change if we knew this?" is the question that separates a useful integration from an expensive one.
The second caveat is aggregation and consent. Datasets that are individually innocuous can identify a person when joined, and a lawful basis collected for one purpose does not automatically extend to a new one. Joining loyalty data to in-store sensing is exactly the case where that goes wrong.