On its own, Big Data is simply a set of information or numbers kept shelved in a warehouse and hidden away, deep in storage. Despite a very human tendency to want to rely on mere numbers and use our data and technology to answer our questions, the truth is that we must understand human nature in order to find answers to those questions.
Of course, humans alone cannot find all the answers — we must work in conjunction with Big Data and learn to sift through it and analyze it. Big Data is capable of producing incredible forecasts to guide our strategies and provide answers to many of our questions, but it requires a human touch. We must know what questions we want answers to, and how we can apply our data and analyses to solving our problems.
The trick to this delicate interplay between human thought and technology depends strongly on the interface between them. Without an easy-to-use, comprehensive system that can be implemented and easily run the numbers, the data is of no use to humans. And without that same system, people will have no way to access the data that they have kept stored away, or finding answers from it. Even the most highly trained data scientist will have an incredible amount of difficulty parsing through complex data sets and finding answers unless they have an appropriate tool at hand.
So as a business, remember that data can do amazing things for you, but it needs your imagination, creativity, and innovation to have a real impact on your company and industry.