Big data and advanced analytics have the potential to significantly improve company performance and productivity. However, companies often struggle to realize these gains because their analytic systems remain disconnected from how managers actually make decisions. To fully leverage data and analytics, companies need to integrate multiple data sources, build predictive models, and develop analytics that directly inform business decisions and operations. Simply collecting large amounts of customer data and building new IT systems is not sufficient - organizations must transform themselves to ensure data and models yield better outcomes.