"Despite the enormous growth in the amount of data—and the success of a few companies—the reality is that deeper insights for most organizations remain elusive. Data analytics is only a tool. When we use it as a strategy, we make assumptions about people and their behavior that have no genuine connection to the real world. Simply put, Big Data in itself gets people wrong."

http://www.businessweek.com/articles/2013-07-16/big-data-gets-the-algorithms-right-but-the-people-wrong