How Big Data Is Changing the Whole Equation for Business; Big Data, Big Blunders
March 11, 2013 Leave a comment
Updated March 8, 2013, 4:22 p.m. ET
How Big Data Is Changing the Whole Equation for Business
By STEVEN ROSENBUSH AND MICHAEL TOTTY
There’s a ton of information out there. And businesses are figuring out how to put it to work.
The experts call this state of affairs big data. The definition is squishy, but it usually boils down to this: Companies have access to vastly more information than they used to, it comes from many more different sources than before, and they can get it almost as soon as it’s generated.
Big data often gets linked to companies that already deal in information, like Google, GOOG -0.13% Facebook FB -2.16%and Amazon. But businesses in a slew of industries are putting it front and center in more and more parts of their operations. They’re gathering huge amounts of information, often meshing traditional measures like sales with things like comments on social-media sites and location information from mobile devices. And they’re scrutinizing it to figure out how to improve their products, cut costs and keep customers coming back.
Shippers are using sensors on trucks to find ways to speed up deliveries. Manufacturers can trawl through thousands of forum posts to figure out if customers will like a new feature on their product. Hiring managers study how candidates answer questions to see if they’d be a good match.
Lots of obstacles remain. Some are technical, but business as usual also can stand in the way. In most companies, decisions are still based on HIPPO—the highest paid person’s opinion—and persuading an executive that data trumps intuition can be a hard sell. Read more of this post














