There is a nuance about big data analysis. It's really about small data. While this may seem confusing and counter to the whole big data “movement,” small data is the product of big data analysis. This is not a new concept, nor is it unfamiliar to people who have been doing data analysis for any length of time. The overall working space is larger, but the answers lie somewhere in the small.
In the old days of traditional data analysis, we began with databases filled with customer information, product information, transactions, telemetry data, etc. Even then, there was too much data available to efficiently analyze. Systems, networks and software didn’t have the performance or capacity to address the scale. As an industry, we addressed the shortcomings by creating smaller data sets.
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