Big data is trendy, but there are many possible interpretations of its real impact, as well as the opportunities, risks and technological challenges. We will start with two key questions: can a company use big data? If so, should it? The opportunities are clear, while the challenges are many, including scalability, bias, and privacy on the problem side, as well as transparency, explainability, and ethics on the machine learning side. So we perform an analysis that includes all the data pipeline process. At the end we will conclude that what is important is the right data, not big data. In fact, the real challenge today, is machine learning for small data.
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