Big Data: Buzz-worthy or Overhyped?

By Craig Galbraith Comments
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There's a positive feeling hovering around so-called "big data," despite skeptics who say that the topic has been overhyped in the past year.

That's the determination of Ovum, which, in a new research note, analyzes data gathered by DataSift that ranked Twitter mentions and vendor sentiment associated with the Big Data market in 2012.

“Given the level of build-up and suggested hype, it surprised us that sentiment expressed about Big Data vendors still remained so positive in 2012," said Tony Baer, principal analyst for Ovum. “What’s also interesting is the degree to which Big Data became a business, not just a technology story in 2012."

Baer noted that publications like Forbes and the Harvard Business Review actually edged out popular IT news portals, in terms of coverage of this traditionally “techy" subject.

Positive mentions of Big Data vendors outnumbered negative mentions by three to one, the researcher said, but negative sentiment spiked in November with headlines over HP’s troubled acquisition of Autonomy. Not surprisingly, given that vendors accelerated the pace of product announcements during 2012, 60 percent of Twitter activity occurred in the second half of the year, the report said.

“While Twitter streams are not a scientific focus group for detecting brand awareness, they provide a valuable window on market thinking," said Baer. “The data showed that while some players, such as IBM and Teradata, successfully scored high recognition in Twitter mentions, other enterprise players need to better focus their message to get Big Data recognition."

Follow senior online managing editor @Craig_Galbraith on Twitter.

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