I wrote in my newsletter this week about big data. Well, what I wrote about is the buzz surrounding big data and how it’s apparently solving the world’s problems at the very least for high-profile campaigns.

Data, indeed even medium and small data, are critical to informed decision making provided you’re focused on the goal. Perhaps more importantly is how you apply knowledge gained from analysis. Basically, data (read: big data) without context have no application and therefore no benefit. Hence the Understand, Be Understood, Transform approach of my firm, Full Duplex.

Let me further make my point by sharing Sebastian Wernicke‘s Lies, damned lies and statistics (about TED Talks).

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