EPILOGUE

“I don’t trust big data.”

Although many companies say they recognize the importance of big data, leaders of the companies often share this secret in person: “Big data is overrated and does not help deliver value to customers. It looks like something, but has no substance.” This is an argument against the utility of big data from an expert who has produced results in the field.

There are many people who do not trust the effectiveness of big data. In particular, after experiencing that data analytics produced no results in the field, they become completely dismissive about utilizing data analytics. Field experts think of big data enthusiasts as “techno-buffs who never produced the results” or as “ardent rooky reformists.”

According to ...

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