The End of Big Data

Big data is about to get bigger. Deloitte predicts that by the end of 2012, more than 90% of the Fortune 500 is likely to have at least some “big data” initiatives under way. Companies are likely to spend $1 billion to $1.5 billion to enable their organization to collect, analyze and use big data to gain a better understanding of their customers. However, according to David “Doc” Searls, author of the new book "The Intention Economy: When Customers Take Charge," big data may be a waste of money. Searls points out in a recent article in The Wall Street Journal that as fast as companies are configuring systems to capture data at customer touchpoints, consumers are disabling data collection sites. In May, ClarityRay reported that the overall rate of ad blocking in the United States was 9.26%, and even higher on certain types of sites and browsers.