Not a day goes by without an article in a magazine or online publication about the promise of Big Data. The topic of big data has pre-occupied businesses for the past few years and many see it as an under-leveraged source of value. In a recent CEO survey by the Economist Intelligence Unit 23% of CEOs believed Big Data is going to revolutionize businesses and 42% believe generating customer insights is priority number one. Is Big Data the treasure trove of information that companies can leverage to develop more personalised services, cross sell, create greater customer loyalty and innovate? While big data may hold big value we believe it is a step removed from true insight that drives real and impactful innovation.