Nucleus Research found that organizations can earn an incremental ROI of 241% by using big data capabilities to analyze large and complex datasets. High returns were driven by improving business processes and decisions using more data types, and by monitoring external factors like customer sentiment on social media. Big data enables analyzing vast amounts of structured and unstructured data from various sources, improving decision making and accelerating insights while information is still valuable. Combining internal and external big data sources makes proprietary data more useful for detecting issues and opportunities.