Companies' ability to access huge amounts of information abouttheir customers via Big Data doesn't necessarily lead to betterresults, according to a HBR blog posting by Michael Schrage, afellow at MIT Sloan School's Center for Digital Business. Schrageargues that IT departments that embrace sophisticated analytics asan end in themselves will be disappointed. The correct approachinvolves leveraging Big Data to achieve a business target andcreate value.


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