Karl Smith Experience Consultant, Public Speaker, CTO #Dependant on #dumb #data and is making #bad #choices? #Douglas #Adams

It's not for the lack of trying or spending millions on developing and building huge data systems, the problems are many but can be traced back to one simple thing; Clients have been sold that data gives them the answers and that big data will close the loop for them to understand the upstream and downstream thinking of their customers, WRONG. Douglas Adam's said "But even Amazon has only got part of the picture. Like real world shops, they can only record the sales they actually make. What about the sales they don't make and don't know that they haven't made because they haven't made them?" Douglas Adams "The Salmon of Doubt" by Permission of Pan Macmillan. That pretty much covers the problem if you extrapolate the thinking for Data Analytics, Big Data or even Artificial Intelligence based Data and Decision systems.