Big Data is a fascinating concept. Some of its applications are mind blowing. And the cost of employing it to solve problems and answer questions is shrinking. But face it, for all but the most flush small businesses, it’s still out of reach. Big Data requires connecting the dots between the company, its vendors, distributors, and retailers to capture data across the supply chain and at every transactional point. Using that data demands the resources to store it, and the computing power to perform data analysis to support the questions companies want to answer. Which means a lot of time and energy must go into deciding what questions to ask. That’s time, money and attention that many businesses can’t spare.