There's a big focus on big data, but don't forget there's a fun side of big data. Social media represents some of that opportunity. Microsoft had been looking at both sports and social media. Using a Visualisation tool they were able to find that more fans of Real Madrid (I think, he didn't mention the team specifically so correct me if I'm wrong -- I'm not a football person and all I know was that he apologised to the Catalans for the example) in a small town in Indonesia than in Spain or even across Latin America.
Again, an emphasis of visualisation and its importance in interpreting big data.