About 10 years ago big data was quickly becoming the next big thing. It surged in popularity, swooning into the tech world's collective consciousness and spawning endless start-ups, thought pieces, and investment funding, and big data's rise in the startup world does not seem to be slowing down.
But something's been happening lately: big data projects have been failing, or have been sitting on a shelf somewhere and not delivering on their promises. Why?
To answer this question, we need to look at big data's defining characteristic - or make that characteristics, plural - or what is commonly known as 'the 3Vs": volume, variety and velocity.