Big Data Is Wrong – Lots Of Little Data Is Right

Big Data is seen as the answer to many of today’s digital issues, including allowing businesses to personalise offerings to consumers. However, studies show that Big Data is often wrong about 30-50% of the time when it comes to determining individual preferences and data. Furthermore, Big Data in any one instance is never more than just a slice of information from the whole that makes up an individual, an imperfect slice at that.

Big Data Is Wrong

So whilst Big Data may be the answer for some issues, such as determining trends, it is not the answer when it comes to the individual.

Only the individual can possibly have all the data that is relevant to personalising services or for providing new applications appropriate to the individual. However, today our data is spread between our computers, many cloud services and with businesses (e.g. utility companies) where we cannot easily get the information digitally.

This is where SocialSafe comes in.

The point of integration of data about a person should be with the person. Not to mention considering privacy – if there is to be a complete repository about me, then I want to hold it myself. This is exactly what SocialSafe does.

SocialSafe is a program residing on one or more devices for an individual, and the program directly accesses and downloads a user’s distributed cloud data to their own personal library on their device – or on their personal cloud (Dropbox, Google Drive, MS SkyDrive, NAS, etc). This library is 100% private and is an aggregated, fused, cross-referenced library of all the user’s data – today primarily social data, tomorrow including all categories such as finance, purchases, utilities, health, quantified self, and much more.

With SocialSafe an individual has full control of their data, always has access to it now and forever, and has perfect knowledge of themselves. No more Big Data imperfect slices, but a full & accurate complete picture.

With appropriate security interfaces provided by SocialSafe, a user may then permission access to their library for web services, web apps and local apps to ensure that apps & services use accurate data IF the user agrees the value proposition and permissions access.

The personal internet reimagined – where the individual has control of their data, and services and apps can be tailored, privately when desired, with reduced friction, with access to complete and accurate data from a single source, enabling improved services to be offered.

SocialSafe – finally fulfilling the dream of personalised data combined with privacy, immediacy, accuracy and easy to use, enabling new innovative solutions that cannot be considered today.

Big Data is wrong – Lots of perfect Little Data is right


  1. Today, I went to the beach with my children. I found a sea shell and gave it to mmy 4
    year old daughter and said “You can hear the ocean if you put this to your ear.”
    She placed the shell to her ear and screamed.
    There was a hermit crab inside and it pinched her ear.
    She never wants to go back! LoL I know this is totally off
    topic but I had to telpl someone!

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