You have to laugh when you read an article in AdAge about how UK Grocery giant Tesco decided to re-conquer the colonies by launching hundreds of Fresh & Easy stores, relying on “Big Data” to help design the “Perfect store for the American consumer in the 21st century.” Unfortunately, Big Data was a Big Fuck up, and Tesco lost millions. Why do I think this is funny? ‘Cos on the same page is an ad for AdAge’s Big Data conference, where you can sign up for mega-bucks and convince yourself you have discovered the Holy Grail of Big Data, and by crunching the numbers, you can absolve yourself of any original thinking! I hasten to add that actually, the article by Jess Neil of RedPeak, is extraordinarily good, and I recommend you read it for a proper perspective on how you should think about “data” rather than “dickology.”
Amazing how "Big Data" showed us that people who loved cheesburgers also loved cheese!