While the complexity of Big Data bugs analysts attending EMC’s Breaking Records event in New York City this week, Marco Pacelli, CEO of ClickFox discusses the customers’s perspective—which he is representing in that affair.

Dave Velante, senior analyst at Wikibon, was live on the scene, holding a brief interview with Pacelli before he makes his way to the customer panel. Pacelli simplifies what Big Data means to a customer with specific empirical needs, saying, “To be honest, unless you have the applications that are going to utilize this big data, it’s just more storage and more use of the data as where it’s got to go. Big data is the game, but, you got to be able to leverage the value of the data. That means pull it off faster and makes sense out of it, have applications that utilize it. Otherwise, it’s just more storage.”

Pacelli also related the relevance of these data to business transformations with the use of these applications, explaining that “the name of the game is leveraging Big data and tying it together and analyzing it, finding a needle in the hay stocks and determining how that drives your business negatively and positively in a real-time fashion. So, obviously, the more processing power, the quicker speed of extracting the data and analyzing, supporting, but just storing more data and having Big data, has no sense.”

In the same interview, Velante took the opportunity to ask about the future of customer experience analytics (CEA) and ClickFox. In the fourth quarter of 2010, the company received $18 million in funding from Morgan Stanley, set for global expansion. Pacelli keenly noted that complex and multi-dimensional, reflecting interactions across a growing number of service channels will dictate treatment plans and marketing strategies of different companies. Getting data real-time, which is what they do, will provide sense of urgency to businesses on tweaking their campaigns and getting ahead of the competition.