'Big Data' Is Like Mining Gold for a Watch - Gold Can't Tell Time
It is often quoted that 2.5 quintillion bytes of data are collected each day. That surely sounds like a big number, considering 1 quintillion bytes (or exabytes, if that sounds fancier) are equal to 1 billion gigabytes. Looking back only about 20 years, I remember my beloved 386-based desktop computer had a hard drive that can barely hold 300 megabytes, which was considered to be quite large in those ancient days. Now, my phone can hold about 65 gigabytes; which, by the way, means nothing to me. I just know that figure equates to about 6,000 songs, plus all my personal information, with room to spare for hundreds of photos and videos. So how do I fathom the size of 2.5 quintillion bytes? I don't. I give up. I'd rather count the number stars in the universe. And I have been in the database business for more than 25 years.
But I don't feel bad about that. If a pile of data requires a computer to process it, then it is already too "big" for our brains. In the age of "Big Data," size matters, but emphasizing the size element is missing the point. People want to understand the data in their own terms and want to use them in decision-making processes. Throwing the raw data around to people without math or computing skills is like galleries handing out paint and brushes to people who want paintings on the wall. Worse yet, continuing to point out how "big" the Big Data world is to them is like quoting the number of rice grains on this planet in front of a hungry man, when he doesn't even care how many grains are in one bowl. He just wants to eat a bowl of "cooked" rice, and right this moment.
To be a successful data player, one must be the master of the following three steps:
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at email@example.com.