What if Big Data is about more than detailed analytics? HP's ultrapersonalized Indigo printing

Big data: touted as a way to know more about consumers than ever before.  But twist the idea just a little, and you get new opportunities to personalize data and product delivery in ways never before possible.

HP Indigo digital presses allow Coca-Cola® to get personal

This page from HP demonstrates how digital techniques scaled out the big data idea to 800 million labels for Coke:

Personalization and big data are both examples new abilities to be granular at incredibly detailed levels.