Big Data. Even the name sounds a bit daunting.  As every article under the sun will tell you, it's evolving to the point where we need to consider velocity, volume, type, quality, and many more factors depending on who you listen to. 

But what is really important is not the measuring and accumulation of the figures- its what you do with them that really matters.

 If you cant share information to every part of your business in an end-to-end seamless approach, it doesn't matter if the data is big, small, round, or bright yellow. It won't change anything.