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Is Big Data just Big Nonsense?

Big Data

This is a different take on the current meme of Big Data doing the rounds in the Marketing World, and in academic departments – “Small Data is where it’s at – you heard it here first”.

Yes, even academics have been promoting the idea that ‘Big Data’ – that is the idea of having lots more of it to analyse, will somehow transform profitability and commerce. It’s certainly not a new idea either. Yet to most of us already in digital marketing its clear that there is already too much data to analyse.

What is clearly needed is not more data per se, but better tools and approaches to analyse that data more intelligently, and human instincts and learning are as important as any computer tool.

This is what the Big Data idea is supposed to help us with, and yes, it could prove useful for certain clients with huge data sets and very complex and varied businesses. Yet, its important to know what data actually matters and use it more selectively. For that human intuition and experience and persistence in working on a particular problem or market, are some of the messier variables that matter most to help use this information. Or as the Harvard Business Review puts it “Finding value from data is much more a process of cultivation than it is one of extraction or refinement”.

Put a little less politely by the Obama’s Tech ‘Guru’ last year, “‘Big Data’ is Bunk”, and ““The exciting thing is you can get a lot of this stuff done just in Excel,” – yep, just in Excel.

If you need any help with increasing your digital activities, then please get in contact with us here at Network Intellect.

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