You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Data Wonk: A Q&A With Wyndham Analytics Director Srinidhi Melkote Mr. Melkote on the Misconceptions of Big Data, Upcoming Data-Related Services and More By Kate Kaye, Published on January 15, 2013 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.