Here's a video of Rod Smith, VP IBM Emerging Technologies, discussing Social Data analytics. He describes the difference between Discovery and Predictive analytics. In the future, we'll see more big data analytics applications being developed that are tailored to "Line of Business users" rather than the back-office IT departments. The Line of Business users don't want to know about the underlying data structures. They just want a way to access the big data sets which can provide valuable information about his or her business.
Manager, IBM jStart Emerging Technologies Development