We’ve all read the articles where someone with a massive data set unleashes the power of Big Data and discovers an awesome and magical insight about their customers that changes the course of history as we know it. We like to call them Magical Big Data Unicorns—so frequently discussed and pursued, but so rarely seen in the wild! We’re not saying they don’t exist, but we would like to suggest a better approach to getting solid ROI from these new-fangled Big Data tools.