It's very nice article.
If you saw the movie Moneyball, you already know about the transformational nature of data. It’s a simple story: baseball recruiters who trust their gut instincts sign the flashy pitchers and the dominating batters, while ignoring the steady performers who put in consistent results. But by looking at the massive amounts of data, the idea of the “best” player gets turned on its head. It’s a phenomenon that’s also been happening in marketing organizations in leading organizations, which is why big data is getting so much buzz lately. For good reason: this explosion of information promises big-league results as marketers make the transition to dynamic, behavior-based segmentation, targeting, and real-time offer management. It means significant growth and results for the companies that get it right.