The newest trend in Big Data is the personal touch. When both the New York Times and Fast Company have headlines that trumpet: “Sure, Big Data Is Great. But So Is Intuition.” (The Times) and “Without Human Insight, Big Data Is Just A Bunch Of Numbers.” (Fast Company) you know that a major trend is afoot.
So what’s up?
The claims for what Big Data can do have been extraordinary, witness Andrew McAfee and Erik Brynjolfsson’s seminal article in October in the Harvard Business Review: “Big Data: The Management Revolution,” which began with the showstopper: “‘You can’t manage what you don’t measure.’” It’s hard not to feel that Big Data will provide the solutions to everything after that statement. As the HBR article noted: “…the recent explosion of digital data is so important. Simply put, because of big data, managers can measure, and hence know, radically more about their businesses, and directly translate that knowledge into improved decision making and performance.”