Reply to post: Marketing trumps Technology

So despite all the cash ploughed into big data, no one knows how to make it profitable

Ilsa Loving

Marketing trumps Technology

I think this is one of the rare Register articles where the commenters provide valuable insights and really complement the article. Props to Andy and Shameless in particular.

Big Data. The Cloud. AI. XML.

Every major technology that comes about goes through this massive bubble cycle where marketers et al try to convince the world that this New Thing(tm) is a magic bullet that will solve all their problems.

Worse is when the term is a co-op of existing technology, which then turns into background noise because said term is abused to the point of being nonsensical. I mean, what the hell IS "The Cloud" for example? No matter where you look, someone comes up with a new definition that just happens to help them peddle whatever widget they're peddling.

And now everyone is going crazy over Hadoop and Big Data. even when it's not even remotely appropriate, because they read about it in a magazine as the "Next Big Thing" and wanted in on the bandwagon.

Hadoop is a surprisingly powerful technology, but you have to fit the tool to the need, like every other tool ever conceived.

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