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There are plenty of reasons to be skeptical about the BD market. But big data probably deserves a place in overall enterprise IT strategy for generating business insight. Best practices include generating a list of important challenges or questions that the current approach to data does not address. Could big data deliver the answers enterprises are looking for? If so, then it's all about discipline. A disciplined, targeted approach to big data - one focused on answering very specific questions. (my emphasis - I'll get to those later)