Big Data Analytics . . .
Changing the buzzwords doesn't diminish the challenge of doing the task.
"Big data analytics" in the absence of a clear sense of "for what," from the users perspective, and "of what" (which demands synthesis of domain knowledge and the structure, organization and capabilities of the data management tools available), is just so much hype and branding jargon.
To paraphrase the salesmen from the Music Man, you can talk, you can bicker, claim IT is different than it was, but ya still gotta know the territory.