It’s often useful to take a fresh look at things through the eyes of an outsider. My friend Leanne recently provided me with an outsider’s perspective after reading a blog article of mine regarding Big Data. In it I referred to the three Vs—volume, velocity, and variety—as a common theme of Big Data definitions, which struck Leanne as misapplied. Being trained in health care and, perhaps more importantly, being a woman, Leanne pointed out that the three Vs don’t seem to offer any obvious advantages to data, but they’re highly desirable when applied to the Big O. What’s the Big O? Leanne was referring to the “oh, oh, oh, my God” Big O more commonly known as the female ORGASM. When it comes to the rock-my-world experience of the Big O:
- Volume is desirable—the more the better;
- Velocity is desirable—reaching terminal velocity quickly with little effort is hard to beat; and
- Variety is desirable—getting there through varied and novel means is a glorious adventure.
The three Vs are a perfect fit for the Big O, but not for data. More data coming at us faster from an ever-growing variety of sources offers few advantages and often distracts from the ultimate goal. Leanne doesn’t understand why data geeks (her words, not mine) are spending so much time arguing about terminology and technology instead of focusing on content—what data has to say—and putting that content to good use. I couldn’t agree more.