Companies are expecting too much from big data without effectively analyzing the data they already have. To benefit from big data, companies must first learn to use existing data to support operational decisions through evidence-based decision making. While this leads to improved business performance, many companies' management practices have not adapted to their technological capabilities. To develop a culture of data-driven decision making, companies should establish single-source data governance, provide real-time performance feedback, regularly update business rules based on facts, and coach employees on data-informed decisions.