'Big data' refers to really large data sets that are harder to manage using typical approaches because of their size; the problem is that it's harder to spot the insights. Some companies are tackling this head on, for example, Netflix, who released all 13 episodes of their original production House of Cards at once, subverting the traditional TV release schedule. Not only did Netflix know how we like to 'eat' content, but also, they knew so much about our viewing behaviour that they could guarantee what kind of content would be well received. It's almost as if House of Cards was a crowd sourced show where every Netflix viewer was a producer. Product owners, marketers, and distributors will increasingly turn to big data to help drive all aspects of decision-making, but in the meantime, we can all thank Big Data for Season 2 of House of Cards.