Aggregate Knowledge’s Curcio: Cool Data Isn’t Always Right Data | DataWorks – Advertising Age

See on Scoop.itData Nerd’s Corner

q&a with aggregate knowledge’s chief scientist matt curcio.

Carla Gentry CSPO‘s insight:

A common saying around Aggregate Knowledge (AK) is "big data doesn’t need to be fat." Data sets are inherently large and one of the common approaches to data is trying to query the entire data set every time you need an answer, which takes a long amount of time to produce insights that are actionable. This approach does not help analysts solve problems in "human" time, and since our media-intelligence platform effectively supports hundreds of analysts, we wanted to come up with a solution that would make their lives a lot easier so they could very quickly and easily get to the nuggets of information needed to drive business results.

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