Business is having a love affair with big data. In the last few months it seems that every conference and webinar I come across has “big data” on the agenda.
Big data is the allure of more. More information. More access to behavior. Opportunities for more sophisticated analysis. The thinking goes likes this: If we know every move people make then we not only know everything, but we can predict everything. As business people we love it because the information is finite, scalable and measurable.