Cite this Article
Big Data Analytics in Digital Knowledge Society. Journal of Scientometric Research. 2019;8(2):xx-xx..
Data science is the 21st Century subject. But in Arthur Conan Doyle’s A Study in Scarlet published in 1887, Sherlock Holmes said that it is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts. In the book entitled “Big Data for Managers: Creating Value”, the authors Atal Malviya and Mike Malmgren presented big data concept in the context of different analytic perspectives. Actually, data without analysis and interpretation is lame. Data itself is unable to walk till the stick of analytics is held tight. The book starts with an introduction that outlines different contexts of the big data concept. The target audience of the big data discussions of the book and the structure of the book are described here. Alvin Toffler remarked that you could use all the quantitative data you can get, but you still have to distrust it and use your own intelligence and judgment. Toffler’s view instantly resonates Clifford Stoll’s saying, Data is not information, information is not knowledge, knowledge is not understanding, understanding is not wisdom. The role of analysis and interpretation is ubiquitous when working with data. Chapter 2 entitled “Big data revolution” gives a historical review of the development of data science. At first, the authors described how big data technology is applied by organisations or enterprises to create a new business or radically amend a traditional business to promote value addition. The stories of two businesses, Airbnb and Uber, are described here.