Data, big or small, is generally not absolute. It requires interpretation, extrapolation (and sometimes inspiration) to create what marketing people refer to as "insights". And from there, those insights need to be tested in a real world context to see if they are indeed the answer to your marketing prayers.

Does it matter what we call what we do? According to Stephanie Miller, Senior VP at The Direct Marketing Association (US)*, it does. She recently led an interesting discussion on old DM techniques Vs new "Big Data" techniques.

While she presents both sides of the debate (divide?) she doesn't lose sight of the customer's role in the whole story. Are you an old bull or a young bull?