BrandsneedgreatinsightratherthanlargedataTigerononeattentionincreasinglylargedatamarket,youhavetokeepinmind:thebrandneedsisabiginsightbehindbigdata,insteadof‘bigdata’itselfoveradecade,expresscarrierandpackagedeliverycompanyUPShasbeen.trytoavoidtransportvehiclesintheleftturn.Trackingsystemfordataanalysis,toavoidavehicleturningleft,youcansavetimeandgasoline.Likethiscanhelpcompaniesbetterinsighttoimprovetheirservices,butitisdifficulttofindsuchinsight,evenifyouhavealotofdataavailable.UPSoldestdatesbackto2001,dataanalysis,whenlargedatahasnotbeenwidelypublicized,butthenthereisindeedafactthatthelargeamountofdataonthebusinessandifwecangetmarketingresearchandanalysis,businesswillbenefit.2004,UPSmade‘noleftturnstrategy’,hassaved10milliongallonsofgasoline,forwhichmorethan100,000tonsofcarbonemissionsreduction.InanalyzingwhetherUPStrackingdatacanbeusedinpeoplenowsaidtobecalled‘bigdata’meanit1dependsonhowyoudefinebigdataiftheUPStrackingdataforalltransportvehiclesareappliedtotheanalysis-?,Whenabout90,000-thenaccordingtoProfessorVictorMeyer(ViktorMayeroftheUniversityofOxfordsaid,itcanbecalledbigdatamentionedinhispost>><<FinancialTimesarticle,he.judgmentisnotconsideredbigdata,dependingontheuseofthedatasetisnotalldatasets(N=All.otherwords,youwanttoavoidsamplebiasleadtoerroneousconclusions,wemustanalyzeallthedata.Ofcourse,thisisstillamajorproblemfacedbytoday’sbigdataInfact,werarelymakethedatasetusedisequaltotheentiredataset.<<Bigdata:wemadeabigmistake>>(Bigdata?:arewemakingabigmistakeinanarticle,Victoremphasizeswhythebigdatamayleadusastray,hecitedexamplesofsamplebias,andtheconsequencesofsuchapractice,toarriveatalargedatamayallowustocommitabigmistakeinconclusion.Hesaid:‘Thenumberofnewlow-costtoolsandpowerfuldataanalysistoolswillbringmanybenefitstothispoint,noonedoubtsthattherehavebeensomecasesprovenbigdataanalysistoolscanindeedbringextraordinaryresults......2buttheproblemlies.Theimportanceofalldata-whetherlargeorsmalldatadata-.dependsonthereliabilityofdatasources,aswellasfortheanalysisofthetrustandexpectations,evenifwecansuccessfullysolvetheproblemofpreconceptionsandunderstandresearchAlluse,thereisstillthebiggestproblem:howtomakeuseoftheresultsofouranalysisofhowtomakethingsbetter‘??Blogowner:NigelHollisBloglink:http://www.brandingstrategyinsider.com3
