Those of us steeped in the data industry often forget big data is still a relatively new subject for people and that it can be daunting to a layman. Their trepidation is understandable given how vast the data industry is and the myriad options to choose from. There are dozens of vendors who all sell expensive data solutions that seem only vaguely differentiated from one another.
Every so often, I run into a CMO or some other high-ranking business executive who desperately wants to start using big data but doesn’t know where to start. So instead of doing something, they end up doing nothing.