Blindly trusting it can lead you to the wrong conclusions.
Nicholas Barr's insight:
A timely reminder that 'big data' does not tell the whole story. Social TV analytics, which may be seen as an application of big data, have become very useful in measuring and identifying what certain niche groups are watching and the moments that excite them. However, as the article suggests, the insights may not reflect the scale and sentiments of the whole audience, possibly not even the majority of the audience. This time last year there were three big independent names in social TV analytics: Bluefin Labs, Social Guide and Trendrr. Since then SocialGuide was snapped up by Nielsen and Bluefin Labs by Twitter with further news that Nielsen and Twitter are themselves collaborating. It may seem that there is a circling of the wagons in the 'wild west' of the new TV landcape. However, there is still more pioneering work to be done to truly unlock the gold in them data hills.
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