The term “Big Data” is definitely a leading contender for the marketing buzz-phrase of 2012. On November 11, 2011, a Google search on the phrase “big data” got 252,000 hits. By April 4, 2012, that had number increased by a factor of 5,000, to 1,390,000,000 results. And for good reason A 2010 IBM/MIT Sloan Management Review survey of 3,000 executives across 30 industries from 100 countries reveals that 60 percent of respondents have more data than they can effectively use.