Page 137 - Data Architecture

Chapter 4.2: What Is Big Data?

Fig. 4.2.9 A different perspective.

Fig. 4.2.9 shows that from the perspective of business value that the vast majority of
value found in big data lies in nonrepetitive data.

There is then a real mismatch between the volume of data and the business value of data.
For people that are examining repetitive data and hoping to find massive business value
there, there is most likely disappointment in their future. But for people looking for
business value in nonrepetitive data, there is a lot to look forward to.

When you compare looking for business value in repetitive and nonrepetitive data, there
is an old adage that applies here. That adage is that “90% of the fishermen fish where
there are 10% of the fish.” The converse of the adage is that “10% of the fishermen fish

where 90% of the fish are.”

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