Why Big Data is a Small Idea: And why you shouldn't worry so much

This paper discusses the impact of Big Data on marketing research, arguing that it is not as ground-breaking as sometimes claimed.

Why Big Data is a Small Idea: And why you shouldn't worry so much

Stephen P. NeedelAdvanced Simulations

Introduction

I recently presented a paper (Needel, 2013) in which I, somewhat facetiously, looked at the questions surrounding Big Data through the prism of religion. My reason for taking this perspective was twofold. First, it let me be funny, and it's always more satisfying when you can amuse an audience while making a point. Second, and much more important, is that there is a loud, vocal, swarm of converts to the Big Data movement. This group is almost apostolic in their...

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