Why Big Data Can Fail You and How to Use It to Your Benefit

NAME : JOVANKA HASLIM 林梵鈴 D0726903

TITLE : Why Big Data Can Fail You and How to Use It to Your Benefit

 LINK : https://www.entrepreneur.com/article/328092

Even though there’s no data on the value of Big Data, we can declare that using more data and better statistical techniques can only improve management. And that is actually the problem as much as the solution. The use of Big Data and analytics has been almost completely restricted to internal data or social media’s tactical information. Both belong to what Michael Porter called “operational effectiveness,” but they have little or no effect on competing.

Big data doesn't help strategy

As one Fortune 500 company uses Big Data and analytics, another will rush to do the same. At that point, other companies will fear falling behind (consultants will spread the rumor that everyone else is already using Big Data), and these platform providers/consultants will perpetuate the expenditure until the next productivity improvement comes along. The race will continue as every one of the Big Data vendors becomes very rich, just as happened with investments in information technology. 
The difference between using Big Data and analytics for improving the current execution of existing strategy vs. improving the strategy itself (i.e., competing better) can be made crystal-clear using an example given (ironically) by McAfee to demonstrate the value of Big Data. 
Need we say more?
In fairness, the author at McAfee acknowledges that Big Data is not a substitute for the right vision and strategy (i.e., competing), but his caveats are naturally kind of an afterthought. Replacing good tactical decisions with excellent tactical decisions doesn’t change the core of companies’ problems. Identifying strategic risks and strategic opportunities early, and acting on them before performance suffers, is what matters. 
To address this core problem, Big Data need to migrate to the competitive environment with its multitude of high-impact players, thus helping the leader skilled in competing to outsmart other players. 

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