By 2020 the digital universe – the data we create and manage annually – will reach 44 zettabytes, or 44 trillion gigabytes! 1 This growth has ushered in a new era of big data, and introduces challenges and opportunities to small and medium businesses trying to economically make sense of it. On the upside, more data means more opportunity for businesses (and consumers) to use data in new ways – learning more about customers, speeding business cycles, and improving the efficacy of business workflows