The hype surrounding the big data “phenomenon” is inhibiting businesses’ capacity to understand and build effective strategies to compete on analytics. After years of working towards pervasive business-oriented business intelligence (BI), technologists have turned the tables by making analytics a high-end technical problem with an associated high-end price tag -- with little to no proven business benefit.
Instead of investigating and pinpointing its specific usefulness to industry (or functional specific decision-making), much rhetoric has descended into self-perpe
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