Over the past couple of years, big data — the all-encompassing term for any collection of data sets so large and complex that it becomes difficult to process using traditional data processing applications — has received so much attention that it’s become difficult to separate the hype from the genuinely useful information. It’s also become difficult to know exactly how best to use that data. In the best instances, it can help solve massive problems (and win World Cups) and in the worst, it can blind companies to the real, human needs of their customers.
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