Are We Drowning in a Sea of Big Data?

As the 80's hit song by Timbuk 3 goes'The future's so bright we've got to wear shades' and in the advertising, marketing and communications industry one could easily believe that to be true. With the advent of IP delivered programmatic, dynamic creative, artificial intelligence, voice search, virtual reality, augmented reality etc. which provide the ability to personally target individuals at scale this should herald an epoch-making opportunity for the industry. However, far from it being seen as a time for confidence, it is actually proving to be a period of consternation for marketers and agencies alike. At the heart of this marketing revolution is the sheer volume and quality of data that we now have at our disposal -- as it has often been said, data is the new oil. But is it possible to have too much of a good thing?