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5eabdee51ce14d54ac8c94cc55bd8520The press, analysts and even the brands that attend our Brand Innovators Summits have all embraced the potential and possibilities of Big Data. Lately there has been a slight undercurrent of frustration and some questioning about how to manage it. Now add information and data expert James Glanz to the discussion. Glanz threw a big handful of mud at Big Data in The New York Times on Sunday, some of which directly addresses how brand marketers will view and use customer data.

Glanz’ piece is called “Is Big Data An Economic Big Dud?” He proposes that Big Data has created a class of companies that are competing for data instead of creating data and creating value. From a sheer statistical standpoint, there were 30 billion gigabytes of video, e-mails, Web transactions and business-to-business analytics in 2005. The total is expected to reach more than 20 times that figure in 2013, with off-the-charts increases to follow in the years ahead.

Says Glanz: “Those factors have some economists questioning whether Big Data will ever have the impact of the first Internet wave, let alone the industrial revolutions of past centuries. One theory holds that the Big Data industry is thriving more by cannibalizing existing businesses in the competition for customers than by creating fundamentally new opportunities. In some cases, online companies like Amazon and eBay are fighting among themselves for customers. But in others — here is where the cannibals enter — the companies are eating up traditional advertising, media, music and retailing businesses.”

 

 

 

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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