Self-proclaimed Big Data experts and management gurus, claim that you get to insight nirvana, often in few easy steps.    Just to cite some examples:

1. Four Steps To Turn Big Data Into Action
2. The seven steps of big data delivery | SAS
3. Three Simple Steps to Big Data Intelligence – Crimson Hexagon
4. Six Steps to Extract Value from Big Data – Datanami
5. 6 Steps to Start Your Big Data Journey
6. Four Steps to Success with Big Data
7. 3 Steps for Tackling Big Data
8. 5 Steps to Better Big Data Insight
9. 8 Steps to Maximize the Potential of a Big Data Strategy
10. Five first steps to creating an effective ‘big data‘ analytics program

And the list goes on…

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Such proclamations lead to unmet expectations from analytics initiatives.  Going beyond insight and delivering measurable business impact requires discipline, focused effort, a sprinkling of luck, resiliency, a bout of creativity, and a dash of imagination.   After having lived more than two decades with data (often with large transactional databases and even raw web log data –  i.e., big data before it became a buzz word) of various shapes and sizes and their use in marketing and advertising decisions, my takeaways:

• Analytics as a process is never linear since data analysis and insight generation is a never ending journey with many twists and u-turns.
• Outcomes of the analysis can be unknown and even uncertain at the outset
• Discipline and structured thinking are as important as embracing out-of-the-box thoughts and imaginations
• Fortune favors the brave:    Luck plays a role while looking for the proverbial needle in the haystack.
• Focus on the business goals and key questions since data and analytics will follow naturally.
• Challenge the status quo:  Plan for required changes to”how things are done within the organization” based on what you may learn.
• Anticipate internal and external opposition to change:  The biggest obstacle to realizing value from big data will come from organizational inertia.
• Think system, processes and decision rights before data and analyses.
• Patience is a virtue:   As Billie Jean King said: “Champions keep playing until they get it right.”