\u2018Big Data\u2019 has a problem, and that problem is its name.
\nDig deep into the big data ecosystem, or spend any time at all talking with its practitioners, and you should quickly start hitting the Vs. Initially Volume, Velocity and Variety, the Vs rapidly bred like rabbits. Now we have a plethora of new V-words, including Value, Veracity, and more. Every new presentation on big data, it seems, feels obligated to add a V to the pile.
\nBut by latching onto the \u2018big\u2019 part of the name, and reinforcing that with the \u2018volume\u2019 V, we become distracted and run the risk of rapidly missing the point. The implication from a whole industry is that size matters. Bigger is better. If you don\u2019t collect everything, you\u2019re woefully out of touch. And if you\u2019re not counting in petas, exas, zettas or yottas, how on earth do you live with the shame?<\/p>\n