Clive Humby's talk at ANA Senior marketer’s summit, Kellogg School. It's a great read.
Data is just like crude. It’s valuable, but if unrefined it cannot really be used. It has to be changed into gas, plastic, chemicals, etc to create a valuable entity that drives profitable activity; so must data be broken down, analyzed for it to have value.
The issue is how do we marketers deal with the massive amounts of data that are available to us? How can we change this crude into a valuable commodity – the insight we need to make actionable decisions?