Big Data, Big Dupe: A Progress Report

My new book, Big Data, Big Dupe, was published early this month. Since its publication, several readers have expressed their gratitude in emails. As you can imagine, this is both heartwarming and affirming. Big Data, Big Dupe confirms what these seasoned data professionals recognized long ago on their own, and in some cases have been arguing for years. Here are a few excerpts from emails that I’ve received:

I hope your book is wildly successful in a hurry, does its job, and then sinks into obscurity along with its topic.  We can only hope! 

I hope this short book makes it into the hands of decision-makers everywhere just in time for their budget meetings… I can’t imagine the waste of time and money that this buzz word has cost over the past decade.

Like yourself I have been doing business intelligence, data science, data warehousing, etc., for 21 years this year and have never seen such a wool over the eyes sham as Big Data…The more we can do to destroy the ruse, the better!

I’m reading Big Data, Big Dupe and nodding my head through most of it. There is no lack of snake oil in the IT industry.

Having been in the BI world for the past 20 years…I lead a small (6 to 10) cross-functional/cross-team collaboration group with like-minded folks from across the organization. We often gather to pontificate, share, and collaborate on what we are actively working on with data in our various business units, among other topics.  Lately we’ve been discussing the Big Data, Big Dupe ideas and how within [our organization] it has become so true. At times we are like ‘been saying this for years!’…

I believe deeply in the arguments you put forward in support of the scientific method, data sensemaking, and the right things to do despite their lack of sexiness.

As the title suggests, I argue in the book that Big Data is a marketing ruse. It is a term in search of meaning. Big Data is not a specific type of data. It is not a specific volume of data. (If you believe otherwise, please identify the agreed-upon threshold in volume that must be surpassed for data to become Big Data.) It is not a specific method or technique for processing data. It is not a specific technology for making sense of data. If it is none of these, what is it?

The answer, I believe, is that Big Data is an unredeemably ill-defined and therefore meaningless term that has been used to fuel a marketing campaign that began about ten years ago to sell data technologies and services. Existing data products and services at the time were losing their luster in public consciousness, so a new campaign emerged to rejuvenate sales without making substantive changes to those products and services. This campaign has promoted a great deal of nonsense and downright bad practices.

Big Data cannot be redeemed by pointing to an example of something useful that someone has done with data and exclaiming “Three cheers for Big Data,” for that useful thing would have still been done had the term Big Data never been coined. Much of the disinformation that’s associated with Big Data is propogated by good people with good intentions who prolong its nonsense by erroneously attributing beneficial but unrelated uses of data to it. When they equate Big Data with something useful, they make a semantic connection that lacks a connection to anything real. That semantic connection is no more credible than attributing a beneficial use of data to astrology. People do useful things with data all the time. How we interact with and make use of data has been gradually evolving for many years. Nothing that is qualitatively different about data or its use emerged roughly ten years ago to correspond with the emergence of the term Big Data.

Although no there is no consensus about the meaning of Big Data, one thing is certain: the term is responsible for a great deal of confusion and waste.

I read an article yesterday titled “Big Data – Useful Tool or Fetish?” that exposes some failures of Big Data. For example, it cites the failed $200,000,000 Big Data initiative of the Obama administration. You might think that I would applaud this article, but I don’t. I certainly appreciate the fact that it recognizes failures associated with Big Data, but its argument is logically flawed. Big Data is a meaningless term. As such, Big Data can neither fail nor succeed. By pointing out the failures of Big Data, this article endorses its existence, and in so doing perpetuates the ruse.

The article correctly assigns blame to the “fetishization of data” that is promoted by the Big Data marketing campaign. While Big Data now languishes with an “increasingly negative perception,” the gradual growth of skilled professionals and useful technologies continue to make good uses of data, as they always have.

Take care,

P.S. On March 6th, Stacey Barr interviewed me about Big Data, Big Dupe. You can find an audio recording of the interview on Stacey’s website.

3 Comments on “Big Data, Big Dupe: A Progress Report”


By Marcelo Soares. March 3rd, 2018 at 10:02 pm

Got your book in São Paulo, Brazil, last Thursday. Duly devoured and savoured. Thank you for the ideas! Nothing I didn’t think already, but my thoughts don’t have the elegance of the way you put yours.

By Marcelo Soares. March 3rd, 2018 at 10:05 pm

Anyway, there is one historical landmark you missed of the abuse of the notion: this 2008 Wired cover story on “the end of theory”. https://www.wired.com/2008/06/pb-theory/ (the “big data” trope appears on the link to an accompanying story).

By stephenfew. March 4th, 2018 at 1:16 am

Marcelo,

Actually, I did mention the 2008 Wired article and even quoted excerpts from it on pages 50 and 51.

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