This document summarizes 10 practical lessons learned from companies about their big data and analytics journeys: 1. There are clear leaders in each market who are gaining substantial benefits from using big data and machine learning, widening the gap with other companies. 2. Real transformation requires buy-in from top executives, as reflected by new innovation centers, roles, and organizations. 3. Projects should have clear revenue impact objectives and be selected based on estimated return, with pre- and post-implementation measurements. 4. While cost reduction brings the fastest ROI, new revenue opportunities can transform a business more lastingly if the projects address real customer and business needs.