Is Big Data Done?

Depends upon what you mean by Big.  Has to be enough, correct, accessible, actionable, process usable,  stable, etc.     We all manage by data, have done that for a long time, but now we have more much of it,  so better to do that carefully.  Good cautions though.  Considerable discussion at the link.

Big Data is done, put a fork in it
By Rick Ferguson, CLMP  in Retailwire  

Through a special arrangement, presented here for discussion is a summary of a current article from The Wise Marketer, a website and newsletter serving the global loyalty industry.

About a decade ago, the phrase “data is the new oil” swept the globe as the twin corporate power centers of IT and marketing realized their companies had more data than they knew what to do with. “Drinking from the fire hose” became a metaphor for the struggles of extracting actionable insights from data.

About five years ago, the usual suspects in IT consulting and cloud-based analytics began to trumpet the phrase “Big Data” to sell into companies hoping to extract that resource.

Now, as Slate’s Will Oremus points out, the phrase Big Data has become passé — in part because we just call it data now, and in part because the rush to rely solely on data for business decision-making has often revealed the limitations of data-based decisions.

Our over-confidence in these tools often hinders our ability to see the forest for the trees. We often fall victim to what data scientist Shane Brennan calls the “Ten Fallacies of Data Science.” For a variety of reasons, the data may be inaccessible, indecipherable, outdated, lacking enough granularity for analysis or prohibitively expensive to get or have processed, Mr. Brennan contends. Often, a marketer’s lack of understanding or pre-conceived notions leads to poor decisions.

“Garbage in/garbage out” results in marketing campaigns or loyalty offers that are ineffective or even harmful to your business.  .... "