Big data is often talked about in the abstract. We can now collect huge numbers and apply clever algorithms, so we think the answers must always be better and can be taken straight from the new technology. But the devil is in the detail.
With data collection and algorithms running on auto pilot, they can end up averaging a huge quantity of measurements down to a few numbers. Errors and unwanted information can be buried within a mass of records. Big data sets, make it easier to force a correlation that isn’t necessarily accurate.