Using the scientific method in data analytics for better results by Erick Harlow via @infomgmt

Answers without questions are simply objects that exist. To really get answers out of your 'big data' you need the right questions.

I agree with Erick - you really need to do all the "normal" methodology work to make sure that you do this properly otherwise the result could be incorrect and you waste time, money and worse reputation by coming to the wrong conclusions.