SYSTEMS: The principles and practices around Big Data apparently give brands and individuals a new way of understanding consumers and their behaviour. But, as Malcolm Gladwell explains, even data struggles to give us some significant indicators as to why something may or may not be happening. It begs the question as to whether human interpretation will still eventually trump technical analysis. Read more on Venture Beat.
Futurist, journalist, prognosticator, and author Malcolm Gladwell recently told a data-driven marketing technologist crowd that data is not their salvation.
In fact, it could be their curse.
He argues that more data increases our confidence, but not our accuracy.
Citing three huge, data-driven businsesses, he argues that data only tells them and their users so much - and what the data doesn't explain are some of the core issues facing those brands and services.
Read more on Venture Beat
NB:Data image via Shutterstock.