Big data is not all about having unlimited amounts of information -- it's more about receiving high-quality information in a timely manner that is specific to your business. Big data is also about knowing the right questions to ask for how to make your business better and how to have the ability to predict future trends. To be successful in this day and age, you have to be ahead of the game.
The more we know about our businesses, the better the decisions we can make for our businesses and the better the performances of our businesses will be. Without big data, it’s possible to know who buys what from your company, but you simply can’t understand why they buy what from you 100% of the time.