In The next Big Data shift at Technology Spectator Supratim Adhikari quotes the the senior manager of the IBM Research and Development – Australia lab, Dr Jürg von Känel.

He talks about the problems with collecting data for big data projects and says even if a company has the perfect set of customers data, it will deteriorate at a rate of two per cent a year:

If you don’t do anything with the data it actually starts to become more and more uncertain.