Despite the fame of big data, its potential is far from being fully realized. According to survey data, 85 percent of organizations plan to use big data, but only 17 percent believe they have adequate capabilities to make full use of the technology.10 This has provided an advantage for data-driven companies that have been early adopters; another study found that the companies that have embraced big data are 4 percent more productive than their peers and have 6 percent higher profitability.