▪ Seems like the backlash against big data has begun?
Not a backlash as such, but a response to the limitations of big data, and its accompanying analytical apparatus. The point of the “big data” approach is to not get bogged down in details: you don’t need to know exactly which numbers are feeding into the output, or how many petabytes they take up – it’s just big data. That’s great as far as it goes, but you can’t run a business entirely on not
