My proposal for a replacement term for Big Data is: All Data. It might fit because Stanek made a point that most companies are only analyzing subsets of their business data, often as little as 10%. It’s classed as “Big Data” because there’s lots of it but it’s certainly not all the data. And that means the analysis can produce results that management doesn’t trust. It’s hard to use all the data because it is highly fragmented within most organizations. But that’s where GoodData steps in and does the heavy lifting, by being able to hook into the databases, and enterprise apps, to provide a complete operational view."