This IDC study explores the implications of companies’ widening use of digital information as a core component of their connection to their ecosystem. It also explores the increasing use of big data and analytics (BDA) as a tool to inform companies about interacting with their markets, creating new customer experiences, and delivering new products or services. There is, in fact, a significant challenge in assuming that BDA will always deliver positive results. For this reason, this study advises senior planning executives about three possible outcomes when using big data and analytics. For those who successfully grasp the implications of their role in shaping the outcome of complex data and information analyses, a wise choice among these options can enable a competitive edge in creating new digitally enabled products, services, and experiences.