Using Neuroscience to Realize Big Data’s Value

At an accelerating rate, in countless business meetings, conferences and journals, the topic is big data and its promise to deliver better decision-making, better actions and better results. That promise still exists today, but is largely unrealized so far. Exceptions can be found in data-built companies such as Google, Amazon and Facebook, or in organizations enabled by data, such as Zara, Progressive Insurance and Harrah’s. Traditional organizations seem to have come to the painful realization that big data is not delivering on the promise of consistent value, and their leaders and managers are not adopting it. Why? There are many complex explanations. But in part, organizations are learning the truth of what management consultant Peter Drucker described in his 1967 essay, “The Manager and the Moron”: “At present the computer…


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