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I think part of it is that we are just past the starting line of a new marathon with Big Data. There is always going to be a time while the use of a new tool becomes second nature instead of a novelty. A major obstacle to the effective use of big data in corporate planning is the way publicly held American corporations are essentially forced to plan in 3 month cycles. Long term planning is often PUNISHED by the stock market, which primarily rewards meeting short term earning expectations on a quarterly basis. Failure to do so, even when it is for long term benefit will more likely result in Kramer screaming about your company being trash on his TV show than a round of applause for solid strategic planning. An example, although not one showing use of big data, is Amazon's stock hit when earnings decreased (but sales increased) this quarter, mainly because of the Kindle Fire. Never mind that Amazon is creating a huge install base of a captive product that is tethered to for-profit Amazon content for years to come. It is essentially the same thing with fully utilizing big data - a company is more likely to be punished for effective planning if the ROI takes more than 3 months to see than it is to be rewarded for good corporate governance.