In their zeal to collect as much operational data as possible, organizations hoping to gain an advantage through the use of big data will also need to rethink how they process, analyze and present that material.

“When all this information finally gets to the business, it is difficult for the business to understand what to glean out of the data,” said Sharmila Shahani-Mulligan, CEO and co-founder of big-data startup ClearStory Data. “We know this has been a problem for several years now.”

Shahani-Mulligan was one of a number of speakers at the O’Reilly Strata + Hadoop World conference Thursday in New York to offer tips on making the move from data to big data. She suggested that the executive dashboard is giving way to emerging technique of interactive storytelling, which gives data more readily apparent context and meaning.

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