It’s hard to avoid. Almost every CEO’s conversation about how IT is driving innovation inevitably comes back to the potential of big data. But data is inherently dumb. It doesn’t actually do anything unless you know how to use it. And big data is even harder to monetise due to the sheer complexity of it. Data alone is not going to be the catalyst for the next wave of IT-driven innovation. The next digital gold rush will be focused on how you do something with data, not just what you do with it.