The answer to data inundation may be to throw most of it out

Last Modified: Fri, May 13 2016. 02 09 AM IST Many corporations around the world today are pursuing “Big Data analytics” in the hope of a Eureka moment that will allow them to learn something valuable about their existing customers—and help them in acquiring new customers. Anyone who has seen the tiles of “people whom you may know” pop up on Facebook or other social networking sites, or the one that says “people who bought this also bought” on e-commerce portals has been at the receiving end of this phenomenon. I have always been impressed by how Facebook knows that I’m connected to these people, some of whom I haven’t been in touch with for many years. I am sure buying WhatsApp, a phone messaging application in widespread use, which…


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