There are two key questions about Big Data and your analytics.
First, are you using the Big Data that you own or could own?
Second, are you getting useful business results out of your Big Data?
Usage
Perhaps the least obvious issue with Big Data is that knowing about your customers involves acquiring access to third party information about customers.
In addition, the issues of architecture is important. Traditionally, a company would solve its growing data problem by running bigger and more expensive equipment (or vertical scaling). Today, horizontal scaling, which requires distributing processes across multiple processors tends to be less expensive.
But horizontal scaling poses architectural choices. Different database architectures will permit different response times and different costs of horizontal scaling. Depending upon the nature of the problem, a wide variety of response times are possible.