Traditionally companies invest into software that has been proven to meet their needs and has a clear ROI. This model falls apart when disruptive technology such as Big Data comes around. Most CIOs have started to hear about Big Data and based on their position on the spectrum of conservative to progressive they have either started to think about investing or have already started investing. The challenge these CIOs face is not so much whether they should invest into Big Data or not but what they should do with it. Large companies have complex landscapes that serve multiple LOBs and all these LOBs have their own ideas about what they want to get out of Big Data. Most of these LOB executives are even more excited about the potential of Big Data but are less informed about the upstream technical impact and the change of mindset that IT will have to go through to embrace it. But, these LOBs do have a stronger lever - money to spend if they see that technology can help them accomplish somet