The Mythology of Big Data

Location: Mission City Ballroom
Please note: This and all other keynotes will be live streamed and recorded.
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Myths provide explanations for underlying patterns and help make sense of the world. Big data and analytics have developed a mythology rooted in underlying assumptions. Myths can also obscure reality and confuse rather than enlighten. They impede progress and misdirect our efforts.

We need to ignore these myths and think clearly about how organizations use data, which means understanding how people use information and make decisions. Analytics is not a wave that washes away everything that came before. It’s a wave that leaves new stuff alongside the old when the tide recedes. We need to think about how our efforts fit into that seemingly disordered larger picture.

Photo of Mark Madsen

Mark Madsen

Third Nature

Mark Madsen is a research analyst at Third Nature, where he advises companies on data strategy and technology planning. Mark has designed analysis, data collection, and data management infrastructure for companies worldwide. He focuses on two types of work: the business applications of data and guiding the construction of data infrastructure. As a result, Mark does as much information strategy and IT architecture work as he does analytics.

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Jaimey Walking Bear
02/02/2011 1:35am PST

@Elisabeth – Speaker presentation files and slides will be available via the conference homepage very soon! Look to the widget stack on

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Elisabeth Robson
02/02/2011 1:29am PST

Where can we download the slides?


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