British news media technology V3 for big data applications, listed the top 10 myths and misconceptions.

1, big data is a new technology

Big data is a new term, but the concept is not new to huge amounts of data analysis. Many people, including Teradata, chief technology officer StephenBrobst, think, for those who just began to recognize the value of the data users, big data has some misleading. Brobst said: "the big data is a long-term project, rather than 12 months, 24 ~ 36 months in the world love is."

2, big data is a commodity

First-time big data concepts, will think it is a special form data, independent of other low-end data format. But that is not the case.

"You can buy a database data?" DonaldFeinberg Gartner, a prominent analyst said, "yes, you can buy 100 servers, but you can buy a big data? Therefore, this is not a market. IT is just a part of the IT market. IT is worth $1 billion? Yes, but IT is not a market, IT is not even a commodity, but also is not new."

3, big data is a problem

This is the nature of an approximate six public debates, but based on its basic form, the big data has great potential, even if it is not properly used, or there is not even being used.

Therefore, as long as there is data, and can be with a kind of effective method to deal with in the future, you should have the opportunity to exist. Is also a chance to expensive, perhaps, but still have a chance.

Problem is how to through the analysis of data is transformed into a clear and practical content, this is a great challenge to the enterprise.

4, your data is only useful to you

According to Gartner, 30% of enterprises will be in the next few years to find a way to cash out its own data. To sell user data to the highest bidder will cause fear and panic, but nine times out of ten will guarantee or threat.

5, people don't care about you how to use their data

A lot of people don't like targeted ads or correlation, but based on data driven marketing focus, this fact. But when you enter the store, your phone vibrate, tell you in rival shop can lower price to buy the same product, this time you will think of signing by the service provider.

Even suffer from bad review is the use of harmless to try people behavior has a certain value, the London WiFiSmartbin is a typical example, it keep track people's smartphones MAC address, bellows in advertisements show targeted advertising. Shortly after the London city management companies realize that things happen, banned the behavior, but it also can not help but let us associate it Facebook faces a $20 million class-action lawsuits.

6, you big data is not landed in jail

At this point, we are involved in a controversial topic. But Gartner Feinberg is confident that there will be considerable data acquisition will involve in the field.

"CIO is how many people will go to jail? If you feel I'm joking, then I will do another bold assumption: I think Facebook President will go to jail before he leave Facebook. I don't know what time, but it will happen." Says Feinberg, exaggerated or not, it is worth thinking about.

7, the government has no interest in your social media data

Many people like Twitter in abusive politicians - they don't see anyway, right? Perhaps it is, but that to understand the intention of voters have certain reference value, Feinberg said.

"Obama care, because he was elected, if you look at how the elected, his team used social data and sentiment analysis to find out he can't win the target object. The only reason why I'm not saying that he was elected, but for government departments, social information and data have become very important." Feinberg said.

8, you need a new data for analysis

When you have a business goal, and after the data warehouse were filled full of 0 s and 1 s, you can use your data for analysis. Studies have shown that most companies have begun to use big data to obtain information, once they came up with a question, and tries to solve the problem by big data analysis.

As global logistics company DHL earlier as V3 reporter explains, although after the parcel delivery every stage has a track, but before analysis system, there is no way to take advantage of these data.

9, there are a lot of people to use big data

Wrong. This is a worldwide difficult problem.

Gartner statistics show that skilled scientists such lack of data analysis, the company is more than 75% of the large data analysis job vacancies. Fiercely contested, in other words, this is a great career.

Having said that, it also depends on how you define a data analysis of scientists. Tesco company DuncanApthorp, one of the big data, analysts said he does not require the existing company brand-name colleges and universities, which means that the ordinary graduates is also have a chance.

10, big companies all know what are they doing

Apparently not. According to Gartner logarithmic hundred enterprise case study: "85% in 2016, a fortune 500 companies will not be able to use big data to gain competitive advantage."

Teradata's senior vice President of TassoArgyros said: traditional business intelligence begins with a well-defined problem, for large data found that you have a starting point, but it is not a business problem, it is a business goal. The problem is that you don't know what to ask questions or what data to use, just say 'look at the data, here we go, it's usually very easy to fail.

So, the answer is "no", not everyone knows what they are doing, it is difficult to make efficient use of big data strategy.