Why you don’t need Big Data yet

There is an interesting article on Forbes where Paul Sonderegger from Oracle is making the case that you have to jump onto the “Big Data” bandwagon without delay if you want to avoid your big-data-using competitors crushing you.

But he would say that, wouldn’t he?

In reality, most companies already have way more data than they can analyze well. Here in Denmark, despite a much-hyped business intelligence solution, Danish brewery Carlsberg ran out of their special Christmas beer long before Christmas. And global courier UPS was wrong-footed by a surge in last-minute online Christmas shopping, leaving millions of presents still winding their way through the logistics chain on Christmas morning.

More data only helps if you know what you’re looking for. So unless you know what you are looking for, or are one of the few companies who still have spare money to throw at new technologies without a business case, you do not need big data in 2014.

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