Big data can create a lot of noise or help create the next winning product. For many companies, big data can seem like an elusive gold mine--the proposition is clear, but, again, how do you cut through all of that noise? CMOs will one day soon outspend CIOs on technology, to bring big data under control, and turn the noise into music.
What about the individual? The more companies know about us, the better? There are fascinating discussions now over what big data means for our privacy, for our choices and right to free will. What if we can never escape the most convenient options, and therefore can never stumble on something random and surprising?
Today's big idea explores: what's in the data?