The hype around big data is astounding. Don't get me wrong, the advantages of having a big data capability are easily quantified, but the roadmap to get there is riddled with danger.

Many organizations view big data as a gold mine of incremental revenue, from products to consultancies, but is big data really an incremental requirement? I would like to think that there is a black and white answer here, but unfortunately it depends on your strategy and business case. I will come back to this later.

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