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Why Big Data Can Be Like A Jelly Fish: No Bones & You Might Get Stung

Jellyfish metaphor for big data without modelingWhat is it helpful to think of big data as "like a jelly fish"?

Both big data and jelly fish can be very beautiful. But if not treated with respect, you might get stung. And how you get stung, at least where data is concerned, relates to the other similarity between jellyfish and big data, which is a lack of bones, or structure.

To be in any way useful, big data needs to be used alongside an interpretive structure or model – the “bones” if you will, without which big data is as amorphous and useless as a jellyfish. The necessity of having this model is a critical challenge for any organization seeking to derive benefit from big data.

Let's prove the point about the necessity of interpretive structure with the simplest possible model.

Consider the results of a query on a joined accounts receivable table. You may have columns representing company names, owed amounts and due dates. And the meaning of the table is completely clear, but only because you know the column headers and table name, which comprise a simple "model" providing the meta-data meaning of the table. Without this "interpretive model" the table could just as easily imply accounts payables as account receivables! . . . read more

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