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What about big data? I keep hearing that it’s the “new marketing currency”. Is this really the case ?

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According to Business Insider there are many problems with the assumptions behind the “big data” narrative (above, in a reductive form) being pushed, primarily, by consultants and IT firms that want to sell businesses the next big thing. Fortunately, honest practitioners of big data—aka data scientists—are by nature highly skeptical, and they’ve provided us with a litany of reasons to be weary of many of the claims made for this field.

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