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Wednesday, 15 January 2014 16:20

Big, Bad Data?

The Middle Ages used a phrase to describe a term that was not meaningful as “a distinction without a difference.” Oftentimes, in the desire to catch a technological/marketing wave, salespeople and consultants overuse terms coined to describe one thing to mean something entirely different. Not long ago, I was reading an article in the New York Times about department stores tracking their customers by using their wireless devices, using their movement through their stores to predict what they were interested in and what they bought. The article described this as yet another instance of the importance of Big Data. The more I read, the more I found this reference both comical and disturbing.