The way datais getting generated every second,it won't be an exageration to cpmpare it with light that has it's enigmatic dual existence in wave and patricle forms as per quantum physics.While almost entire trail of our deeds are creating a wave of data,winners will be the ones who can trap the particles at the right monent in the form of actionable intellignence.Interpretivism has surely taken over the positivist's approach sas far as extraction of intelligence is concerned.
Data has become the newest asset and many organizatyions worldwide are creating Chief Data Office at the CXO level with the sole mandate to nurture and monetize the data.