Thank you to Jim Donahue, Owner of Rising Tides Analytics, for his collaboration in creating this piece.

“Big Data” is one of those hot-button terms that keeps popping up in headlines but doesn’t necessarily explain itself—or its inherent value. At first, big data sounds like something that would only be thrown around at an obscure startup, but, just below the surface, big data translates into usable, essential information for all businesses—regardless of size, age, or industry. When we talk big data and analytics, we’re essentially talking about helping companies make better, more informed, defensible decisions. So much data is generated every day in so many different capacities: financial transactions, communication frequency and mode, and website traffic and analytics. We’ve become experts at collecting and assembling this data, but when it comes to interpreting data-driven implications and making important changes, we can be left wanting.

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