Big data is in every conversation, blog post and business strategy — and rightfully so. Any interaction in social or digital media results in data, and each day 2.5 quintillion bytes of data are created.
There’s enough data on just about everything, and while you can use it to answer any question, data alone isn't going to become actionable insights — you need to do that. When applied without thinking, simply measuring anything and everything that’s available can lead to poor conclusions and disastrous results. In other words: just because you can measure it, doesn't mean you should."