Data is rarely what it seems.
Mobile phone contracts boast UNLIMITED DATA.
Originally, they were unlimited.
Mobile internet was used for browsing mweb and getting low-load images.
Very quickly, the whole Internet infrastructure changed and mobile Internet access became about high frequency social media drop insurance, video watching and game playing.
Mobile operators suddenly you were seeing surges in mobile data usage and realised unlimited contracts were uneconomical.
The problem was that people were used to having the freedom of unlimited-ness and anything less would be a evolution.
So suddenly unlimited contracts included hidden’reasonable use’ caveats, with hard limits, disappointing many who still believed.
Data in media is the same.
We grew up on insight produced for smaller data sets and have expected this to have remained as the world got more complex.
However we are gullibly falling in to the hands of data prophets & merchants who have large data sets and are preaching insights.
Data sets that are old, incomplete or from spurious sources.
Big-data =/= big-insights.
As with mobile contracts, know what insight you need and find the best data for you.