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.”