An unbounded enthusiasm for data is dangerous and advertisers should avoid harnessing data merely because it exists. Instead, as much time, energy and effort should be expended in choosing which data sets to ignore as which to use. Advertisers who resist this painful cull, and gorge on data, might end up regretting it.
With five billion of us now carrying mobile phones, we all have the necessary hardware. In the words of Thomas Paine at the start of the last great era shift; "We have it in our power to begin the world over again". All we need in this era shift is software and the will to make it happen. It's time for each of us to claim our Digital Liberation.
Microsoft and Baidu correctly predicted all World Cup final stage results while Google made only one mistake... How were they able to make such accurate predictions? They crunched and analysed large numbers of historic results - what we call "big data" - and used that analysis to make their successful predictions. It seems reasonable, therefore, to ask ourselves whether big data is changing the paradigm of the sports industry?
At Accenture, we combine deep technical knowledge of data platforms, advanced data analysis capabilities and the expertise to interpret the analytics. I'm looking forward to continuing to use this winning combination to provide deeper insights to rugby fans in the final round of a tightly fought 6 Nations championship.
Using all this data brings a myriad of implications, not least the increasing atomisation of voters by political parties. We have already briefly explored this. What I didn't mention was how Obama's operation would send door knockers to specific doors as the data they gathered told them how many people in a given street they needed to convince.
The signs have been visible for a while that Big Data is crossing the chasm and moving into everyday operations including the world of entertainment. Initially Big Data was used to predict blockbusters but now they are being used to write them, indicating that data scientists will be the next most critical job for a wider range of industries..
To a professional services executive focused on delivering results, terms like "mobile," "social," "cloud" and "big data" can sound like little more than buzz words. Yet, together, these four technologies converge as today's platform for digital business. And when harnessed properly, they can drive real change within your organisation.