This document discusses the challenge of providing business context around big data analytics. It notes that while deep insights are possible, frontline managers often cannot relate analyses back to the original data or business decisions. It proposes an approach using "SMART DATA" that allows managers to explore business data intuitively based on their own knowledge and drill down across different datasets to understand the context. The goal is to enable real-time business decisions by giving managers self-service analytics tools built on artificial intelligence that integrate with any data source and provide the business context around data insights.