In my last post, Three reasons why Big Data is a big load of baloney, I threw a stone down the streets of London and New York and wound up hitting a few Big Data advocates. And it is abundantly clear that Big Data arouses passion in people (or at least, as much passion as one can humanly feel for data.) The thing about Big Data is that it can be interpreted in many ways. In this post, I take a step back and look at how Big Data is affecting digital marketing as a whole, and how maybe, just maybe, it’s not a cliché but a fundamental shift in how we do business. As promised, here’s part two in my series. Is Big Data all it’s cracked up to be? Read on to find out more.