The industry now has a buzzword,big data, for how were going to do something with the huge amount of information piling up.Big data is replacing business intelligence,which subsumed reporting, which put a nicer gloss on spreadsheets, which beat out the old-fashioned printouts.Managers who long ago studied printouts are now hiring mathematicians who claim to be big data specialists to help them solve the same old problem:Whats selling and why?