Naughty stuff from Forrester, here, combining several questions with different base sizes into the same chart.
What do we know about their survey? We know that 34% of their 412 US decision-makers answered no to either seeing the benefit of big data*, or understanding it.
And we know that a large majority of 108 decision-makers who are using or planning to use big data expect revenue growth or efficiency from it.
The graph is trying to fool you into thinking that the 72% and 83% relate to the green bar, the two-thirds who don’t fall into the baffled grey big data haters category. But it does not. It relates to the far smaller proportion of that green bar that is actually trying to do something with big data.
Forrester’s graph is saying - “hey DECISION MAKERS look at those big numbers versus this small number, don’t you want to be on the WINNING SIDE?”
Actually, if you recalibrate EVERYTHING according to the 412 base size, you end up with:
19% expecting revenue growth from big data over the next 12 months.
22% expecting increased efficiency from big data over the next 12 months.
34% don’t see the benefit or don’t understand.
So in effect, what this is proving is that just under one-fifth of business decision makers expect to see revenue growth this year because of big data. That’s not nothing, but it’s not the unstoppable bandwagon message that Forrester are pushing.
Oh, and the decision makers who have decided to invest in big data are bullish about its prospects. Which translates as “Most decision makers think their decision will pay off”, really. Nice insight. that. Hurrah for research!
*(some would say that anyone who accepts the phrase “implementing big data” without caveat probably doesn’t “understand and value” it, but let’s not quibble.)