Big Data: Exploring the difference between foresight and insight.

As companies get bigger, spreading their area of influence from a single locality to eventually spanning the entire globe via the digital economy, the user data they capture becomes less personalized.

It’s what’s often referred to as ‘dark data’. Put simply, it’s easy to remember that Mrs Jenkins likes sugar in her tea when she is one of the twenty customers you see every day but, when you are serving millions of users, that level of personal attention becomes seemingly impossible to maintain.

Author: Gemma Wisdom


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