Big data is all the rage at the moment. Vendors talk about it and there are a seemingly endless series of events, articles and, yes, columns about it. Everyone, it seems, is doing big data. But many of us are going about big data all wrong.

Consider the three V’s of big data that Doug Laney of Gartner first discussed way back in 2001 – volume, variety and velocity. Each of these poses a challenge for us as we try to use big data:

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