The “big data” buzz is deafening. Vendors are announcing white papers and webinars frothing with capabilities but hauntingly light on use cases and ‘big outcome” solutions.

But Big Data is surprisingly a very small data solution. Strikingly small in fact.

Big data is hot, but frankly the need for big data is not so hot…yet.

I have yet to hear a business manager say, “My business is at risk because I do not have access to ‘big data.’ Nor have I heard any managers step up to the plate and claim, “If I only had access to big data, I would exceed my goal by 20, 30 (fill in the blank) percent!” It’s just not happening

Yotabyte envy

Traditional technology geeks that flaunt the size of their databases – you know the ones aspiring to yotabytes of data and practitioners that are fluent in terabytes and petabytes, crave more data and see “big data” as the solution to all information and analytics problems. As if access to ‘everything’ is a panacea to every end user’s and decision maker’s problems.

Big data can be summarized as “all the data not within your company’s walls” – a pedestrian definition – but accurate enough. As big data is an off shoot of cloud computing – big data may consume your walled data and the combined asset can be accessed through a common tool –

Big data is just more data and more Expense Unless it Changes Outcomes

Big data is more likely to grow expense, grow business and reporting complexity and confuse end users unless knowledge workers are trained to focus on changing business outcomes – the big data jujitsu, which emphasizes ‘where’ and ‘how to’ apply big data findings and analysis to grow revenue, reduce costs, minimize risk and increase visibility and understanding of business dynamics.