Life is hectic enough. We are bombarded with facts, tasks, images, pitches, ideas, requirements, excuses and small print. Everything we do is tracked and labeled to provide us efficiency and efficacy. Countless applications are thwarted onto us with promises to provide some value to our lives. But does it really help? Does it help us access, organize and understand the things and people we care for? Does it provide the information we need, when we need it, at the touch of a finger? his is where data becomes noise and important information is muddied by irrelevant distractions. This is where businesses and consumers alike become less productive and effective in their work and lives. Big data gives us more information to use but how do we use it. Businesses and consumers have difficulty managing, processing and leveraging the information they have access too. As we collect more data points increase and the complexity becomes daunting. This is where data becomes noise and important information is muddied by irrelevant distractions. This is where businesses and consumers alike become less productive and effective in their work and lives.