Interesting article on CMS wire regarding insight and big data. What is the Big Data Fallacy? Data does provide information, and more data generally gives more information. However, the fallacy of big data is that more data doesn’t lead to proportionately more information. In fact, the more data you have, the less information you gain as a proportion of the data. The return on extractable information from any amount of big data asymptotically diminishes as your data volume increases. In nearly all realistic data sets (especially big data), the amount of information one can extract will be a very tiny fraction of the data volume: information << data. What about insights? How does that relate to information and data? All insights are information, but not all information provides insight. In order to provide insight, information must be: Interpretable, Relevant, Novel. Click on the image or the title to learn more.