The problem with "Big Data" …
A lot has been written about “big data” in the past two or three years — some say too much — and it is clear that the idea has taken hold in the corner offices and boardrooms of corporate America. Unfortunately, in far too many cases, “big data” projects are failing to meet expectations due to the sheer complexity of the challenge, lack of over-arching strategy, and a failure to “start small” and expand based on demonstrated results.
At Analytics Demystified we have been counseling our clients to think differently about this opportunity, encouraging the expanding use of integrated data and increasingly complex systems via an incremental approach based initially on digitally collected information. We refer to the approach, somewhat tongue-in-cheek, as “little big data” and recently had an opportunity to write a full-length white paper on the subject (sponsored by Tealium.)
You can download the white paper freely from Tealium:
The central thesis of the paper is that through careful and considered digital data integration — in this case powered by emerging Digital Data Distribution (D3P) platforms like Tealium’s AudienceStream — the Enterprise is able to develop the skills and processes necessary for true “big data” projects on reasonably sized and integrated data sets (hence, “little” big data.) The same types of complex, integrated analyses are possible using the same systems and data storage platforms, but by simplifying the process of collection and integration via D3P companies can focus on generating results and proving value … rather than spinning their wheels creating massive data sets.
I will be delivering a webcast with Tealium on this white paper and subject on Wednesday, October 16th at 10 AM Pacific / 1 PM Eastern if you’re interested in learning more:
If you are struggling with “big data” or are interested in how D3P might help your business better understand the integrated, multi-channel consumer, please join us.