The song remains the same: the biggest challenges in deriving value from data, big or small, are conceptual modeling, query formulation, and analysis; on a related note, see Ayasdi: Stanford Math Begets a Data Company (Bloomberg BusinessWeek)
"One source of that disillusionment, she writes, is that companies are struggling with a basic problem: What questions do you attempt to answer with your data in the first place? “Several days ago, a financial industry client told me that framing a right question to express a game-changing idea is extremely challenging,” Sicular wrote. “First, selecting a question from multiple candidates; second, breaking it down to many sub-questions; and, third, answering even one of them reliably. It is hard.”"Has Big Data Reached Its Moment of Disillusionment? - Arik Hesseldahl - News - AllThingsD
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