What is Big Data? Well, if you believe a quote that's been doing the rounds for a few years now and seems to be popular on the conference circuit, it's exactly like teenage sex.
Back in 2009, a similar quote was used to explain social media, with numbers guru and Google Analytics evangelist Avinash Kaushik tweeting something he overheard. "Social media is like teenage sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better." It's also been used to explain sustainable development, search engine optimisation and social selling and some would argue it's applicable to many other areas of this industry too.
There are certainly plenty of interesting uses for Big Data, as GE's Datalandia campaign aims to show, but, as the Ad Contrarian says, "there is no bigger sucker than a gullible marketer convinced he’s missing a trend".