"87% of enterprises believe Big Data analytics will redefine the competitive landscape of their industries within the next three years. 89% believe that companies that do not adopt a Big Data analytics strategy in the next year risk losing market share and momentum." This says little other than companies believe what they're being told by those marketing the product. Yes, we've all read accounts of it being used, but there are few documented examples of competitive advantage gained through its use (increased clicks don't count). Speculation based on speculation is being presented as fact, and perception based on marketing hype is being presented as proof of effectiveness. There's one truth that belies the Big Data argument. The majority of poor business decisions are due not to lack of relevant information but reflect a process inability to determine which information is most relevant. Key business decisions are challenging because they involve the uncertainty of the future. Even perfect knowledge of the present can't eliminate the uncertainty of the future. Success is more a matter of figuring out what you really need rather than having everything you think you may need.