Without data, a company would never survive today. With a little data, it might have a fighting chance, depending on the quality and timing of the information. But what happens when a company has access to too much data?

Ironically, the company could go out of business even with the best technology and a staff to manage so-called big data. Why? In part because the data’s ultimate value depends on who interprets and communicates the recommendations to the rest of the company, a task often left to an internal employee or “data scientist,” who may be a recent university graduate armed with theories but little industry experience.

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