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This article on Forbes.com today nicely points out one potential issue with Big Data – data on its own is meaningless.    The author starts off with a useful parable that illustrates the point.

One of my favorite examples of why so many big data projects fail comes from a book that was written decades before “big data” was even conceived. In Douglas Adams’ The Hitchhiker’s Guide to the Galaxy, a race of creatures build a supercomputer to calculate the meaning of “life, the universe, and everything.” After hundreds of years of processing, the computer announces that the answer is “42.” When the beings protest, the computer calmly suggests that now they have the answer, they need to know what the actual question is — a task that requires a much bigger and more sophisticated computer.

Data is only useful when it answers questions that drive or support your brand strategy at the retailer level.  Knowing your strategy is key – once that is well understood coming up with the right questions is straightforward.  As Yogi Berra once said, as only Yogi could, “If you don’t know where you are going, you’ll end up someplace else.

So, what questions do you as a CPG Category Manager, or Sales Manager, need to ask to drive your brand strategy?

Reply below with your pressing questions that aren’t, currently, being answered by your DSR and analytics package.

Remember – you can always contact us to discuss ways that Vortisieze will get you to the answers you need.

 

Source: Big Data: Too Many Answers, Not Enough Questions

 

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