Perhaps the most common misunderstanding that segregated organizations have involves big data. Organizations routinely separate big data from enterprise information—they collect, store, and analyze big data in one place, enterprise information in another. And often, little coordination between data collection and information creation exists, either upfront in the design of the information/data management programs or afterwards in the analysis of what is received. Without this coordination, an integrative approach is impossible. Just as a purely technological approach to mobile can become an obstacle to the integrated ideal, so too can this myopic view of information and data. Removing this counterproductive approach and demystifying the label that has caused such confusion and segregation can be done by adopting a different perspective—starting with the problem of the name itself.
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