""There’s a lot of money being made these days by people professing to be experts in big data and the interconnected concept of the Internet of Things. Business leaders who have been converted into disciples of data and analysis eagerly imagine the possibilities of a thoroughly interconnected world in which individual customers’ behaviors can be determined and even predicted by data delivered direct from their devices — ranging from their computers to their home appliances.
This avalanche of data — big data, to use the overworked term — then requires carefully-crafted analytical strategies to yield useful information. Analytics vendors are lining up to feed what IDC says will be a market growing at a compounded annual rate of 9.7 percent through 2017.
The allure of a world of data-generating devices and customers even bled into Dreamforce 2013, where Marc Benioff’s keynote focused on something he called the “Internet of Customers.” But the very example he used in his keynote exposed the potentially fatal flaw with Internet of Things thinking: in a great many cases, customers don’t really want their devices feeding data about them to outside entities.""