Brands Want Actionable Insight

In AdAge:  What we have said for a long time, and why we are still uncertain about the BigData term.  " ... Agencies: Does Your Data Pass the 'So-What' Test? ... ".  Also, I would add, analytics is the driving force to find insight.  But by analytics I mean not just complex (big) analytics, but whatever is needed to get insight.  That can be something as simple as visualizing your data and interacting with it to find value sweet spots.