This article, by Gretchen Peck, is a walk-thru of data analytics in the concrete case of print publishing. Please note the primacy of knowing the business - in this case the publishing business - to the effort; Big Data is not about technology, it is about asking the right questions about the business that is being analyzed.
http://www.editorandpublisher.com/feature/put-your-data-into-action-with-this-step-by-step-guide/
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