As more and more of everyday life is lived online, the amount of data generated has grown exponentially. While technologies for storing and analyzing data have evolved, companies’ overall approach to harnessing big data to solve business problems has largely remained the same. This does not necessarily mean organizations need to throw out the tools they are used to and start from scratch. What is really needed is a shift in how IT leaders approach the data, starting by asking the right questions to solve business problems and drive value for customers. Without this change in perspective, businesses are doomed to repeat the mistakes of data eras past.