The value of big data has less to do with the sheer quantity of the data, and is more about an opportunity to take a new view of the world. That's the thought that Viktor Mayer-Schonberger, the Oxford University Professor known for his expertise on big data shared in his keynote session at the NCDM 2013 Conference, organized by the DMA.
Because the increasing quantity inherent in big data can lead to a new quality, he believes the right approach for marketers is to step out of our comfort....