“We should expect a ‘Big Data 2.0’ phase to follow ‘Big Data 1.0’. Once firms have become capable of processing massive data in a flexible fashion, they should begin asking: ‘What can I do that couldn´t do before, or do better than I could do before?’ This is likely to be the golden era of data science. The principles and techniques (introduced currently e.g. due to ‘Predictive Analytics’ and SAP HANA) will be applied far more broadly and deeply than they are today.” Foster Provost & Tom Fawcett ( 2013 )