Big data, small data, any data is just data without the ability of marketers and the organizations they represent to align and make decisions. Today we have at our fingertips robust customer profile, product information, user interaction, engagement and environmental data. We are immersed in our quest for big data so we can be smarter, more nimble, more productive and more profitable, but so often we cannot get out of our own way – or even move forward in any way, because of organizational dysfunction and poor decisions.