Big Data is the new miracle tool in business and marketing to improve customer experience, used to drive more loyalty and sales – or even to predict future desires in product development. In reality though, Big Data is both promising (when used properly) and a curse (when used by naïve people). Any tool can be only as good as the professional using it, and there seems to be too much blind believing into what Big Data and “Data Analysts” – the new saviors everybody is calling for – can achieve.… Read More