Many companies got on the “big data” bandwagon early, driving it on a path of growth that IDC predicts will reach in excess of $200 billion by 2020. Many realized that with big data came a lot of tough decisions about which data to look at, and how to sift through it all. Everything from financial and sales data, to website analytics, to real-time social media listening tools can clutter any database and reporting tool. This creates overload and confusion, often resulting in marketing and sales reports based on what data is easy to obtain and make sense of, rather than what data is valuable to understand.