Big Data Is Really About Small Things

Silicon Valley has had no shortage of fast-talking salespeople trying to push the promises of big data over the years. It’ll transform your business, let computers figure out the problems and make everyone’s life easier, they say.

Big data is finally here but it hasn’t yet turned into the revolution the tech industry predicted. Instead, big data is helping companies to do relatively small things, such as unlocking new ways to review customer information, highlight business inefficiencies that were once invisible and allow companies to do the things they were doing before at a faster pace.

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