Analytics may be the pathfinder, but the human still needs to hold the compass. The actual battleground is not a particular type of analytics over another; the battleground is the knowledge worker, and the victory is in equipping the knowledge worker to make informed choices.
The problem with big data and predictive analytics are that there is undoubtedly too many data and too much faith in data as the source of business insight. Everyone is talking about making companies more data focused; but, in fact, we should be making data more business focused. There is no deficit in information, but there is a shortfall in insight.Â As we deploy analytics to help solve business problems, we should consider how much context we can teach computers so that they can prompt us to take the appropriate action when necessary.
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