Has Big Data reached saturation point?
Big Data technologies are enabling a massive growth in the collection and processing of information. Yet drawing business value from this wealth of information isn’t always immediately clear. Fewer than half of all employees find that corporate information helps them get their jobs done, according to a CEB survey of employees at over 1,000 firms worldwide, suggesting the diversity of information sources, uses, and users may actually be making business decisions harder to make.
However, opportunities can be found. Combining data from internal and external sources such as CRM systems and social media analytics has helped companies gain a richer understanding of existing and potential customers, meaning advertising can be better targeted, costs cut, and sales pushed upwards.
But with information approaching saturation point, getting data to the right person at the right time is being complicated by a myriad of data sources. Usability continues to be a problem, with…
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