When it comes to UX, before we jump on the big data bandwagon, we need to challenge its predominance. UX professionals cannot create an experience for figures in a database or tracking systems, and designers must keep focusing on real people rather than on numbers. Online experiences must remain geared toward real users and their interests, goals, and desires.
Read the full article at: uxmag.com
Add commentary, bring my own perspective.
This would much longer.