Before, small was fast but irrelevant, and big had economies of scale and of efficiency—but was not agile, explained John Donovan of AT&T. “What if we can now take massive scale and turn it into agility?” he asked. In the past, “with large scale you miss out on agility, personalization, and customization, but big data now allows you all three.” It allows you to go from a million interactions that were impersonal, massive, and unactionable to a million individual solutions,
