Big data doesn't inherently lead to better results.

"the overwhelming majority of enterprise IT systems can't quite make up their digital minds. Is big data there to feed the algorithms or inform the humans? Is big data being used to run a business process or create situational awareness for top management? Is big data there to provide a more innovative signal or a comfortable redundancy? "All of the above" is exactly the wrong answer."

From Michael Shrage's insightful commentary on "big data" at the Harvard Business Review. Read it here.