Turn Big Data into smart data

David Brennan

This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited.

Turn Big Data into smart data

David BrennanMedia Native

Big Data is exciting, but people continue to live in an analogue world, far more complex than our online behaviour would suggest, so researchers need to incorporate the two to make Big Data smart data.

There has been a great deal of angst expressed about Big Data recently. The IPA report, The Big Opportunity, is naturally enthusiastic about the potential upside in terms of audience measurement, but also cautious about its current scope, provenance, application and effectiveness. There is a general sense that, despite the jaw-dropping amount of...

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