The big data gold rush has become a stampede. Technology vendors are racing to bring big data solutions to the market, and companies with a never-ending flow of data are looking to big data to make better sense of their business—and to generate better value as a result.

The challenge is that amidst all this hype, the true value of leveraging big data may be lost as companies continue to operate as “business as usual.” As Tom Davenport, a fellow of the MIT Center for Digital Business, shared in a strategy+business article, “A lot of [companies] aren’t really thinking differently about what to do with big data. Instead, they’re simply asking, ‘How can we use these technologies to save money?’”

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