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Big Data Is Wrong – Lots Of Little Data Is Right

Big Data is seen as the answer to many of today’s digital issues, including allowing businesses to personalise offerings to consumers. However, studies show that Big Data is often wrong about 30-50% of the time when it comes to determining individual preferences and data. Furthermore, Big Data in any one instance is never more than just a slice of information from the whole that makes up an individual, an imperfect slice at that.
So whilst Big Data may be the answer for some issues, such as determining trends, it is not the answer when it comes to the individual.

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