Introduction

“Big Data” seems to be industry’s hottest buzzword, but there is limited agreement regarding what it is, its purpose, and its role in the future of business. Many experts think it will revolutionize industry in a major way by enabling managers to make more informed, data-driven decisions. These stakeholders should be excited as “IDC predicts that the market for Big Data will reach $16.1 billion in 2014, growing six times faster than the overall IT market.”i More conservative companies, however, suggest that Big Data’s value is overblown and that it is little more than an extension of other “analytics” or traditional marketing research. Therefore, on behalf of CSCMP, we have undertaken a study to get to the bottom of the Big Data ...

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