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Why Big Data Doesn't Always Equal Big Insight
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Mark Simchock
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Mark Simchock,
User Rank: Apprentice
11/29/2011 | 3:33:27 PM
re: Why Big Data Doesn't Always Equal Big Insight
All spot on, mostly.

In theory I agree with the majority of your statements. However, the reality is a high percentage of the workforce is not analytical. More importantly, nor do they want to be.

I say this because years ago I had a position where I was responsible for ah-hoc reports for the consumer marketing department of a major telecommunications company. Let's just say that quite oftenGă÷after me asking, "What decisions are you hoping to make?"Gă÷the original request was modified because the report requested wasn't the right match for the business needs they were looking to satisfy. I am certain my predecessor, as well as my replacements, were not as "dedicated". And I'm sure there wasn't a complete makeover of the marketing department either.

Maybe it's time to consider that the responsibility of analytics doesn't fit into the traditional org chart as cleanly as many other roles? Maybe instead of asking and expecting ten different people to increase their analytics IQ ten to fifteen points, it would make more sense to bring in someone devoted and capable of the expertise needed at 130+ IQ points? If there's HR, Accounting, Purchasing, etc. why can't there be Analytics? That seem much more realistic to me. In other words, I'm not even sure Analytcis is a good fit for IT (in its current form).

Other than that, yes more data and more information does not necessarily translate to better decision.

Also, perhaps you could share more about the Insight IQ in the future?


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