Big Fat Data - Big Fat Lies

Introduction

Another day, another hyperbolic email touting the virtues of DATA and BIG, not necessarily in that order. Another web service is brandishing “Big Data” in its name and another round of outrageous claims about the myriad benefits it supposedly offers to even the smallest companies.

The Reality of Big Data

Let’s be clear: big data is real, and it has advantages. But unless you’re a tech giant like Google or Facebook with massive Hadoop clusters, your data probably isn’t as “big” as you might think. Many companies misunderstand or misrepresent the concept of big data, often failing to recognize their shortcomings.

Misconceptions and Misuses

More and more companies are rebranding their existing systems as “big data.” A two-node cluster of SQL or NoSQL data doesn’t qualify. The harsh truth is that most of these systems just need to be bigger to meet the actual definition of big data. It’s reminiscent of how “Agile” became a buzzword, often misapplied to existing processes without proper understanding or implementation.

The Big Data Hype

Big data holds significant promise, no doubt. However, the term is already being overused and misused, setting it up to become another concept only a few truly understand and execute correctly. The rest are left renaming their old systems or implementing poor versions of what big data should be.

The Risks for the Tech Industry

I’m not being pessimistic for the sake of it, but this is why big data is likely to become a nightmare for 99% of tech professionals. Soon, we’ll be dealing with—and rescuing—terrible systems that no one with sound judgement would touch. There are genuine experts among the big-data evangelists, but for those not in the know, distinguishing them from the opportunists will be tough.

The Marketing Spin

Every few years brings a new buzzword. Unfortunately, “big data” seems destined to become the latest term marketers misuse, promising miraculous business turnarounds for a hefty fee. Big companies like SAP and Oracle can charge millions just for consultations, more for licensing their often unwieldy systems, and yet more for implementation and support.

Practical Advice

For those worried about missing the big data bandwagon, don’t panic. If big data is genuinely as transformative as claimed, it won’t pass you by. There will be ample time to adopt it—if it’s even useful for your company in the first place. Take your time, understand what you actually need, and don’t be rushed by the hype.

Conclusion

Big data is a powerful tool, but it’s not a one-size-fits-all solution. Avoid getting swept up in the marketing frenzy. Evaluate your needs carefully, and remember: true big data solutions require significant resources and expertise. Don’t be afraid to take a measured approach to see if it’s right for you.