It’s fashionable these days to dismiss big data as overhyped and underwhelming.
Just like in the 90's about internet: “That’ll only matter for scientists and engineers!”
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That's a fact: nowadays there is a lot of talking about Big Data, even from people having no clue about what it really is.
Here is another fact: Big Data can make you leapfrog the competition.
You don't need to make a lot of buzz on Big Data, just get involved, even silently:
1. Create your Big Data group (including IT and marketing specialists);
2. Start brainstorming to define your plan;
3. Choose a single responsabile for the plan;
4. Execture the plan;
5. Measure its effectiveness, and iterate.