The boat has been missed
Interesting article on big data, and yes, it is all teh rage, and yes, information germaine to answering the questions one may have is a valuable tool for decision-making, and performance evaluation of any initiative.
That being said, seems to me the writer of this piece believes the data stands alone, offers answers AND questions, which is the missed boat. It requires someone to understand the right questions to ask whenever any data is to be used as an "oracle of sorts". Spending over a decade in Marketing, I can certainly lend much insight into this. If you do not know what questions need answers, you do not know what data will be appropriate to answer said questions.
In other words, no matter how much data is collected, it still requires a human brain to understand how to apply the right data to get the right answers/ insights. This could be a lot of data, or a little data, or somewhere in between. If an answer to a question requires viewing a short-term issue, focused detail data in a short time window is needed (hourly price fluctuations, as an example). If you are seeking a more bigger picture kind of trend for decision-making, a longer period of less detailed information (monthly or weekly, rather than daily or hourly) will suffice.
It isn't the volume of data, rather understanding how to use data and what is truly appropriate, which then kills the noise that leads to "analysis paralysis", and rather leaves you with "signals" or results which are more redily identified, and easy to do if you have half a brain and an understanding of the subject requiring insight into.
Effectively, the message of this piece is hogwash, because it missed the boat.