Yes, you can make use of it, even if you’re a small company. Walter Hale explains.
The term ‘big data’ doesn’t help. It sounds expensive, technologically complicated and something that only big companies can take advantage of. The hype doesn’t help. As technology critic Evgeny Morozov noted: “If you have a treasure trove of unpublishable papers, just add the words ‘big data’ and see them go viral.” In truth, the issue isn’t that complicated. When we talk about big data what we’re really saying is, let’s do the kind of analysis that helps us make decisions based on facts, not gut instinct. Put it like that and the real question is: can your company afford not to invest in big data?