by Angela Guess
IBM reports, “A new global report released today by IBM and the Saïd Business School at the University of Oxford reveals that most Big Data initiatives currently being deployed by organizations are aimed at improving the customer experience. Yet, despite the strong focus on the customer, less than half of the organizations engaged in active Big Data initiatives are currently collecting and analyzing external sources of data, like social media.”
The article continues, “One reason is that many organizations are struggling to address and manage the uncertainty inherent within certain types of data, such as the weather, the economy, or the sentiment and truthfulness of people expressed on social networks. In the survey, respondents questioned their ability to trust comments, reviews, tweets and other forms of freely offered opinions online. While uncertain, social media data still contains valuable information. Organizations need to embrace and manage data uncertainty and determine how to use it to their advantage.”
photo credit: IBM
