Big data. Anyone sick of it yet? Not the technology: the pulling together and cross-matching of disparate data on a massive scale is arguably producing more social, commercial and political change than any other innovation over the last couple of decades. No, we’re talking about the term: “big data”.
Once a handy collective noun for a bunch of technologies such as Hadoop, NoSQL and distributed computing that evolved in tandem to handle the extreme end of the storage and analytics spectrum, big data has been adopted by an enormous volume and variety of marketing departments seeking to rebadge their products for a big data age, to such an extent that as a descriptive term “big data” is now virtually meaningless.