The sheer volume of data available to marketers today is astounding, with many more tools available to help marketers track, analyze and take action on that data. The good news is, those tools have become more cost-effective and attainable than ever before. Still, just because you have the tools and CAN take action with Big Data, does that mean you SHOULD? I am not going to say definitively that you won't. Chances are you may -- if your brand has amassed an organization and staff to focus specifically on that task -- but for many marketers and brands, the reality …