News

‘Big data isn’t big’

In a novel piece of non-Francis news, we recommend the latest offering from the inspiratory, an article about the way we have come to misperceive big data.

Senior partner James Walker warns that, although analysing big data has the power to transform business, the ease of doing so has been over-stated.

Breaking down the false views we hold about analytics, he argues: “Big data isn’t big … It’s very granular. It’s individual transaction data; it’s a certain credit card, paying for a certain amount of gas, at a certain gas station. ‘Big Data’ is actually lots and lots of very small data. It’s not a landslide of data, it’s a sand storm. And sandstorms can blind and disorientate you.”