Here's my big data trap motto: "a 1% lift of zero is zero". What I mean by that is you can optimize one or several values to death, but if the core product is

Here's my big data trap motto: "a 1% lift of zero is zero". What I mean by that is you can optimize one or several values to death, but if the core product is broken, you'll still lose all of your customers. So while you'll get a 1% lift over control for making the button blue over green, what you failed to notice is that the product sucks. Big data (née "Business Intelligence"?) has its place, but beware of it becoming your entire product strategy.