There has been a lot of talk lately that ‘Big Data’ is just BS. Peter Houston looks beyond the hype to reveal what companies should be focusing on.
Do you remember the first time you heard the phrase ‘Big Data’? Chances are, unless data’s what you do, it was last year. Big Data became big when the World Economic Forum in Davos discussed it and the US government spent $200 million on Big Data research projects.
Through the first couple of months of 2013, ‘Big Data’ was the marketing meme du jour, but as we hurtle ever closer to 2014, the promised miracle seems a little less miraculous.
I couldn’t make a marketing strategies conference in London this week, but following the event hashtag between meetings I caught sight of a “Big Data is Bullshit” tweet. That’s not the first time I’ve seen that phrase: Harper Reed, CTO for Barrack Obama’s 2012 re-election campaign said exactly that at higher educaton conference in October. He explained, “The ‘Big’ there is purely marketing. This is all fear … This is about you buying big expensive servers and whatnot.”
Compare that with Jon Kleinberg, a computer scientist at Cornell, reported in the New York Times just over a year earlier saying, “Big Data is a tagline for a process that has the potential to transform everything.” Read More