Speakers at a conference in the U.K. touted the analytics capabilities of Big Data while also expressing concerns about its widening use, Ben Rooney writes. "The richest examples of Big Data are to understand consumer behavior and optimize your product for it. That is where the danger can lie," Splunk's Stephen Sorkin said. "... The software only finds correlations, not causations. In order to find causal relationships you have to do work."