Thank you, Kristian J. Hammond. Writing in
the Harvard Business Review blog, Hammond talks about the value of
“evidence-based decision-making (aka Big Data)”. At last – someone with the
sense to put the horse back in front of the cart.
You need evidence to run the business
successfully, and data can be the basis of evidence. Hammond develops this
theme by arguing we need to turn data into narrative; that is, build a story
from our data. I'd put it like this: If big data is the
answer, what's the question? Data can help you take decisions, but it won't –
on its own – tell you what decisions you need to be taking.
There's more and more data every day. But it doesn't automatically make us any smarter. If we're prepared to ask questions about the business, to construct theories and test them, then big data is a boon.The Value of Big Data Isn't the Data
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