Guest comment: The Big Data problem  - Opinion operated or data driven decisions? - With a staggering 90% of the world's data created in the last 2 years alone, ‘Big Data’ has become the latest marketing buzzword as brands look to make sense of the wealth of personal data consumers are giving away online and on the move. But are we sacrificing common sense and critical thought for machines that fail to spot nuance and subtlety?

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AuthorGuy Cuthbert