Beware big data

Companies rely more and more on data when it comes to decision-making but far from being a panacea, without rigorous analysis it has the potential to misdirect. The acceleration of processing power in recent years has catapulted organisations into the era of Big Data. But more information is not necessarily better information. If the data does not take account of endless variables, is incomplete or it has been skewed by any number of extraneous factors, decisions will be based on a flawed intelligence.