The big marketing news this week is the merger of ad giants Publicis and Omnicon. It was front-page news in the NYTimes (and just about everywhere else), but the Times got the story wrong. “[Madison Avenue has been driven by the] mythology of small, independent shops coming up with the snappy catchphrase…that becomes part of everyday culture.” The article then went on the recognize the merger as a reflection of the age of Big Data. Well, Big Data can tell marketers a huge amount about their customers…but it’s always going to be the big insight, creative catch phrase and cultural meme that capture the hearts, minds and wallets of consumers. Knowing what percentage of customers might be interested in your product isn’t enough to get them to buy. Are you joining the rush to confuse Big Data with Big Insight?