For planners, big data can be characterized as a steady stream of information that has grown to encapsulate the profession’s foundational skill set. Data has enriched the decision-making process with near real-time information, which has led to questions on how to use data in a manner that ensures the decisions being made represent the best interest of communities. Are we making sense of the data or is data complexity leading to problems that could negatively impact planning decisions? As constituents of data, planners must present information that generates value. For this, we present the theme, the data shall not be standardized.