“There is a tide in the affairs of men which, taken at the flood, leads on to fortune; Omitted, all the voyage of their life is bound in shallows and in miseries.”
William Shakespeare (Julius Caesar)
It’s hard to escape the chatter about “big data”. Evangelists talk of volume, velocity and variety of data across business verticals and the impact that big data will have on traditional analytics. Certainly, surfacing trends and identifying relationships and correlations in a multivariate, multivariant and multidimensional system provides food for thought. But does big data without business context provide any knowledge that enriches upstream decision-making?