Does the ‘big data’ hype hold water?

Big data” is a marketer’s dream phrase – short, pithy and chock full of enough futuristic implications to make “Minority Report” seem dated. Of course, big data is not a single product or technique. Instead, it’s an umbrella term for a swath of technologies intended to solve that ever-increasing and almost cliché problem of “drowning in data yet starved for information.” But umbrella terms are notorious for being abused because the people who use them adhere to Humpty Dumpty’s advice: “When I use a word … it means just what I choose it to mean — neither more nor less.” Let’s examine three ramifications of the confusion caused by big data hype:

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