“My God, they’re purple and green. Do fish really take these lures?” And he said, “Mister, I don’t sell to fish.

Informational edge can drive fantastic alpha while it lasts. This explains the increasing investment industry focus on non-traditional data sources, aka alternative data. If you are the first to acquire a new alternative data set, you might be able to develop insights no one has.

Yet once a lot of people are using it, it is less likely to drive alpha. It might be table stakes to not get screwed, or it might be already be instantaneously reflected in the price of assets.

Furthermore, most opportunities really hinge on a couple factors- more info isn’t always useful. That won’t stop the alternative data industry from doubling to $400 million by 2021, as a widely cited Tabb Group report predicts This is worth considering while one is caught up in an alternative data arms race.

Yet some data sets genuinely will provide an edge.

Perhaps a data set that no one else is looking at provides the edge you need. If a data set isn’t established as useful, the provider of that data will probably offer it cheaper in the early days of their business. There are so many alternative data providers out there, that marketing strategy is important for startups.

Ironically, the provider can charge higher price once word about its value gets out among investors.. So later adopters might pay more for an edge that is already gone.

Of course eventually someone will put all the data online for free and meta data of how investors use that alternative data can also be useful.

Now can I interest you in an alternative data feed that will make all your dreams come true?

See also: https://ockhamsnotebook.wordpress.com/2016/09/18/the-hard-thing-about-finding-easy-things/