Yes, analytics is a game-changer. The problem with “big data” is it is literally too BIG. It’s almost comedic to listen to people talk about and appreciate what type of scale we are talking about: “Big Data is BIG. You just won’t believe how vastly, hugely, mind-bogglingly big it is.”
Big Data has been blown up by business media and analysts into this giant monstrously powerful force. Let’s for a second, take a step back from this sensationalism; let’s look at what Big Data really is. In its purest form, all Big Data does is take huge amounts of data and cross-reference it (imagine being able to add more and more columns to your excel sheet) against itself in a reasonable amount of time. Really, that’s it.
What makes Big Data sound wonderful in practice is that, just like an Excel pivot table, when put in the right hands; amazing analysis can be done, leading to more efficient business decision, and amazingly effective marketing. If it backfires horribly, we simply get some good case studies, no? Have you seen anyone do this right, yet?
We are approaching the zenith of the Information Age, so hold onto your butts.
Trent Ostrander 