7 myths about big data dispelled

It’s time to dispel some glaring misconceptions about this form of measurement. Here’s where many observers have it wrong.

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It’s time to bust these old myths. Here are the beliefs about big data that you need to forget:

1. Big data is accurate.

Not all data are created equal. Marketers have countless ways to collect information, especially since desktop and mobile targeting have matured. This may lead you to think your insights are correct. The reality is that your whole collection process may be flawed.

2. Big data is all about size.

Bigger is better, right? Wrong.

Just because you have many ways of collecting information doesn’t mean you’re not wasting 90 percent of your time. If you are obsessed with quantity, you may lose sight of the quality that will actually help your efforts.

3. Big data is new.

While big data has recently gained some traction, marketers have always lived in the world of data. Why are they pretending this is something the industry has just started to deal with? Your data may be coming from more places, but the process of interpreting it for actionable insights should remain the same.

4. You can analyze big data without help or partners.

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