Why businesses should focus on wide data, not big data

Written by Cio
  • Cio
  • 3 years ago
In these heady days of big data, a lot of organizations treat data collection like a Pokémon game: Gotta catch it all. But Dane Atkinson, CEO of cross-platform marketing analytics specialist SumAll says most organizations need to think wide, not big, when it comes to data.

“The real impact of data always comes from the intersection of different data sets,” Atkinson says. “You don’t get into the earth shattering discoveries until you start to link disparate data sets.”

To illustrate this idea, Atkinson points to oceans and their tides. To understand how tides work upon oceans, you need to understand the correlation between oceans and the moon.

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