The noise generated by "big data" distorts ones' ability to obtain actionable insights from digital analytics. Rather than collecting all of the data available, David Dubois of INSEAD suggests first thinking about desired outcomes, and once defined, to then search for relevant data sources.
As outlined, the key to successful digital intelligence involves overcoming 3 challenges:
1. Knowing what data to listen to (Operational)
2. Defining how to share the digital insights (Organisational)
3. Understanding how to utilise insights as a process for creating value (Strategic)
Once determined, these foundations give companies the agility to understand and anticipate market movements, thus creating a "sustainable competitive advantage".