“Big Data” is the current trend and companies are repeatedly reminded that they ignore the storage and analysis of vast amounts of information at their own peril. The heart of the pitch is directed towards comprehensive understanding of the target audience. But how smart is this data? Old School is again New School and organizations are learning what the construction industry has always known; personal, face-to-face relationship building is critical for business success. In his article in Management Today, Matthew Gwyther explores Why big data is a blunt instrument. https://www.managementtoday.co.uk/news/1366737/why-big-data-blunt-instrument/