I recommend you this article (link below). It’s a realistic opinion with a slightly pessimistic tone (because of examples of perished hopes) on effective utilizing big data science in business.
Earth be still. Big data has lost its luster. Could it be that analyzing terabytes, exabytes and zettabytes of information won’t make us smarter … or, even worse, could it make us wrong? We’re beginning to see headlines like “Google and the flu: how big data will help us make gigantic mistakes” in the Guardian, “Eight (No, Nine!) Problems With Big Data” in the New York Times and “Big Data: Are we making a big mistake?” on author and Financial Times columnist’s Tim Harford’s site.