In the 21st century with rapid development of technology and analytics, organizations claim that they are data driven and rely on customer information gathered from a diversity of sources. Data analysis provides us the effects, but fails to interpret the causes. As per Mike Mothner CEO of Wpromote "Data can tell you that this ad is better than that one, but human intuition asks why." He also said "The key to a successful, data-driven marketing strategy is finding the perfect intersection between technology and human expertise." As there is much customer information available, it is important for commercial enterprises to determine which information is relevant for processing to reach the target. For more details please visit: http://www.businessnewsdaily.com/6393-big-data-human-interpretation.html