There should be no battle line drawn between Big Data and intelligent data, as they are actually complimentary forces fighting for the same side… the business. However, Klaviyo's article “Big Data vs Intelligent Data for Startups” emphasizes the importance of intelligent data while forgetting that ID is comprised of information extracted from Big Data to begin with.
Klaviyo states three opinions as to why Big Data has lost relevance:
*Statistics mean we can draw very good conclusions from a subset of the data. Having a million data points isn’t necessarily that much better than 10,000.
*Taking action requires that we reduce complexity. If we can’t translate data and analyses into actions, then they aren’t useful.
*Access to more types of data means we can be highly selective about what data to base our actions off of. Because I can use API’s to pull together email, support and usage data to easily combine data into a single model, I can actually make a better prediction with fewer variables needed.
Despite the opinion of Klaviyo, Big Data is more important than ever for the stability of a successful business. The actual question is how to get past the irrelevant to the relevant data. Companies need the right tools to find the intelligent data interwoven in the endless flow of other information. Fortunately, there are companies like Polyspot that utilize insight enabling infrastructures to help extract, organize and deliver relevant intelligent data in order to increase operational efficiency and ROI.
Jennifer Shockley, September 13, 2012