The Urban Legends of Big Data

By: DataXu | Digiday

“Big data” has become a big buzzword for digital media types. The problem—aside from mind-numbing overuse—is that “big data” has been rendered almost meaningless by a lack of understanding of what data can actually do for marketers. With all the confusion surrounding big data, we decided to ask data scientists at brands and agencies about some of the urban legends that pervade the industry.