Search
Big Data Means Big Dollars–But Are You Making Them or Spending Them?
Posted
The topic of the day appears to be “big data,” meaning the aggregation, mining, and analysis of data. This data analytics helps determine customer profiles so that companies can tune their offerings and sell more of the right things to the right customers. As recently reported in the New York Times Magazine, Target, through the use of such analytics, was able to determine that a teen was pregnant by her purchases before her father knew she was pregnant. This allowed Target to adjust its coupon offers based on Target’s knowledge of buying practices of mothers-to-be. But, at what cost does this analytics come?
Caribou Honig, writing on Forbes.com, makes a case “In Defense of Small Data” that collecting, storing, and processing mounds of data is costly and provides no more–and perhaps less–useful data than analyzing only the limited data set that really matters. In addition, storing this volume of data has its own direct costs.
And this is only half of the story . . . There are also legal costs and risks to big data.