I have been involved in marketing analytics work for some years now. It requires me to regularly talk to CXOs about their big data challenges, and their plan to leverage this data to improve business decision making. I am constantly surprised how much misconception exists among executives. All of them read about new technologies and platforms coming out of Silicon Valley that magically clean, organize, analyze and visualize data for them. As if, they just have to implement some technology, press a button, and insights would start flowing.

This is a myth. There is no such (magical) technology-based analysis. Period.

Big Data’s big deal is not about technology platforms – it is rather about appropriate human interface with data technology.

I am myself guilty of selling big data solutions under the facade of technology and platforms. In many ways, I have contributed to this misconception about Big Data technology. So, I hope you believe me when I tell you – Big Data’s big deal is not about technology platforms – it is rather about appropriate human interface with data technology. Let’s not continue to speculate that technology platforms would save the enterprise from all data problems. I have seen the most advanced technology platforms that exist today. There is only one thing I know – these platforms would serve no purpose if we don’t have trained data professionals who know three basic things – business/domain knowledge, analytical experience, and ability to embrace new data technology.

via Big Data’s Big Deal is HUMAN TOUCH, not Technology – AnalyticsWeek.