Retail Velocity Blog The Promise of Big Data is Broken for Consumer Product Companies – Here’s Why

The promise of big data in the consumer products industry has filled a thousand lakes.  In “Why the promise of big data hasn’t delivered yet,"  Rosemary Barnett wrote “The basic premise of the industry’s offering is this: Hidden in that huge mass of enterprise data are latent patterns.  If only you could interpret your data properly, like an explorer deciphering an ancient scroll, you would be able to unearth these precious business secrets. Specialist analytic software tools are needed to crack the code. The big, diverse, disparate, messy data go into these tools, and actionable insights come out.”