Martinez, Marian Garcia, and Bryn Walton. "The wisdom of crowds: The potential of online communities as a tool for data analysis." Technovation 34.4 (2014): 203-214.

This paper explores the efficacy of crowdsourcing as a tool for data analysis in the context of managing Big Data challenges. Focusing on Kaggle, a leading platform for data analytics competitions, the study examines how Dunnhumby utilized crowdsourcing to harness the collective intelligence of over 100,000 data scientists. This approach allowed Dunnhumby to experiment with more than 2000 predictive modeling techniques for shopper behavior prediction, significantly expanding their analytical capabilities beyond the limitations of traditional R&D methods. The case study highlights the transformative potential of crowdsourcing in unlocking new insights and advancing the technical frontier in data analysis.