In an interview, Mark Thomas Kenney, associate professor of strategy and organizational behavior at Imperial College Business School in London, explains how big data can impact businesses.
Big data is not only changing businesses and organizations, but “fundamentally changing how social science is done.”
The way big data is changing what’s going on in business it like life scientists having a microscope for the first time. It shows you how to think about where there is opportunity, but risk as well.
Big data is already disrupting business.
We already see this happening enormously in marketing, as traditional advertising shifts to be more online and mobile orientated. We also see major disruptions rolling through travel and tourism. Frankly it is hard to image an industry that isn’t going to be fundamentally disrupted by [big data].