Big data and analytics have developed a mythology rooted in underlying assumptions. We need to ignore these myths and think clearly about how organizations use data, which means understanding how people use information and make decisions. Analytics is not a wave that washes away everything that came before. It’s a wave that leaves new stuff alongside the old when the tide recedes. We need to think about how our efforts fit into that seemingly disordered larger picture.

Video Producer: Strata 2011 Conference