But here we come full cycle: we can often use the same big data we mined for our initial potential insight to in turn test that insight.

FORBES: Big Data, Small Bets

After his positive test last year, Anthony offered some insight into the amateur's motivation to cheat, saying his obsession with winning drove him to use banned drugs.

WSJ: Cycling's Minor Leagues of Doping

And their permanence allowed the campaign to develop vital local insight: to build detailed voter files on potential supporters, field test the best ways to motivate them, and push them to cast their votes weeks before Election Day.

CNN: Analysis: Obama won with a better ground game