A must read article in The Atlantic by Erik Brynjolfsson and Andrew McAfee explaining what the fuzz is with Big Data or differently put why Big Data is the future:
Breakthroughs in innovation often rely on breakthroughs in measurement.
Today businesses can measure their activities and customer relationships with unprecedented precision. As a result, they are awash with data.
Science has been dominated by the experimental approach for nearly 400 years. Running controlled experiments is the gold standard for sorting out cause and effect. But experimentation has been difficult for businesses throughout history because of cost, speed and convenience.
Greg Linden, who led one set of experiments at Amazon, describes the emerging experimentation philosophy succinctly: “To find high impact experiments, you need to try a lot of things. Genius is born from a thousand failures. In each failed test, you learn something that helps you find something that will work. Constant, continuous, ubiquitous experimentation is the most important thing.”
Original title and link: The Big Data Boom Is the Innovation Story of Our Time ( ©myNoSQL)