“…A large proportion of Google searches on these keywords returns results that are irrelevant to their intrinsic semantics and scope, or simply repeat familiar arguments about the needs of data science and existing phenomena. In many such findings [5], [54], [17], [29], [2], [25], [50], [39], [40], [18], [55], [45], [49], [23], [36], [41], [48], [34], [35], [43], [21], [15], [53], [31], [33], big data is described as being simple, data science has nothing to do with the science of data, and advanced analytics is the same as classic data analysis and information processing. There is a lack of deep thinking and exploration of why, what and how these new terms should be defined, developed and applied.…”