Logistics firms in search of Big Data may gain more by digging deeper for Small Data

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Santiago, the main character in Paul Coelho’s bestseller The Alchemist, went on a long journey in search of a treasure. Only to find that it was buried close to home – right below the place where he used to sleep.

This modern day fable might contain a valuable lesson for companies in search of Big Data.

Numerous articles are being published on the potential of Big Data in logistics, but those that chart its actual, successful use are far more scarce. It is still ...