In Media, Big Data Is Booming but Big Results Are Lacking - Ben Elowitz - Voices - AllThingsD

Excerpt from an insightful big data perspective

"The trouble with data is that it asks as many questions as it answers. Your engagement is down, bounce rate is up, search traffic is up — why is that, and what can we do to make it higher, lower and higher? Data almost never hands you the answers or insights directly; it just illuminates the issue. And it illuminates a whole bunch of them at once, so it’s up to you to figure out what the priorities are.
If this problem is an “opportunity in disguise,” most executives seem quickly scared off by the masquerade. In truth, Big Data raises the bar for how smart you have to be as an executive."

In Media, Big Data Is Booming but Big Results Are Lacking - Ben Elowitz - Voices - AllThingsD