Are we losing our human touch? Today, I stumbled upon memes about growing up in the nineties. They reminded me of how simple our choices were back then, yet they were enough. Remarkably, even then, we engaged in what we now call “big data” – long before it became an industry term in 2005.
Big data, as defined by Wikipedia, involves massive data sets too complex for traditional processing. O’Reilly Media describes it as data that outgrows conventional systems, pushing companies to adopt new methods to derive value. Definitions have evolved from Gartner to Forrester to IBM’s “four Vs” framework: volume, variety, velocity, and veracity, each capturing different facets of big data’s power.
The four Vs resemble creating the perfect mixtape for someone special. For example, volume is gathering songs from various sources, variety is mixing genres they love, velocity means adapting swiftly to new discoveries, and veracity ensures the selection aligns with our intent. Like a well-curated mixtape, big data aims to produce insights that resonate with audiences.
In PR, these principles help us fine-tune client messaging. By analyzing vast data points, we gain insights into real-time consumer behavior, allowing PR strategies to reflect facts over assumptions. Yet, while big data strengthens PR, the human element remains essential. Building genuine relationships is key, reminding us to always balance data with authenticity.
Jamal H. Iqbal is Executive Creative Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai that offers new-age public relations consultancy to the MENA region. www.cbpr.me