|Big Data: sparkly, but remember what it takes to get there|
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Furthermore, big data and the associated analytics it promises are tools. Big data is an enabler for the dramatic personalization promised as part of the "era of you." That is the important idea, that we can know more, in more places and in more situations, to bring the power of intelligent action to bear in ways that were not possible before.
Before Big Data, clean data | TechRepublic: