This service will recommend a mix of specific portfolios for each individual investor, based on answers to a simple online questionnaire and market patterns O'Shaughnessy has identified.
The ladylike silhouettes are about as simple as Ms. Herrera gets, but that's all the better to shine a spotlight on the charming patterns, which range from beach chairs to painterly daisies on a sky-blue background.
But Big Data can also be an enormous waste of time and money if that mountain of raw data consists of only dross, or the only patterns that emerge from all of your analysis are those you could have discovered with a couple hours of simple observation.