Big Data is new and “ginormous” and scary –very, very scary, writes Lisa Arthur for Forbes. No, wait. Big data is just another name for the same old data marketers have always used, and it’s not all that big, and it’s something we should be embracing, not fearing. No, hold on. That’s not it, either. What I meant to say is that big data is as powerful as a tsunami, but it’s a deluge that can be controlled . . . in a positive way, to provide business insights and value. Yes, that’s right, isn’t it? Over the past few years, I have heard big data defined in many, many different ways, and so, I’m not surprised there’s so much confusion surrounding the term. Because of all the misunderstanding and misperceptions, I have to ask: CMOs, when you talk about “big data” in the C-suite, do you know if everyone’s on the same page? And even closer to home, are you certain there’s consensus within your marketing organization?