Big companies love to gather data about themselves, their products and their customers -- but they've proven remarkably bad at turning Big Data into Big Innovation, Alistair Croll writes. Unlike nimble new startups, big corporations tend to fail to ask difficult, interesting questions about their data troves, and instead use them to refine existing products and ways of doing business. "Without the right questions, there really is no such thing as big data -- and today, it's the upstarts that are asking all the good questions," Croll argues.

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