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...