The document discusses the DIKW (Data, Information, Knowledge, Wisdom) hierarchy and how it relates to big data. It defines each level as:
Data as "know-nothing" without meaning; Information as making sense of data to "know-what"; Knowledge as applying lessons from information to "know-how"; and Wisdom as evaluating knowledge through experience to "know-why" and predict outcomes. It argues big data tools must help transition between each level, from collecting and sorting large datasets into meaningful information, deriving actionable insights, and enabling accurate predictions.