"Big data" - which admittedly means many things to many people - is no longer confined to the realm of technology. Today, it is a business priority, given its ability to profoundly affect commerce in the globally integrated economy. In addition to providing solutions to long-standing business challenges, big data inspires new ways to transform processes, organizations, entire industries and even society itself. Yet extensive media coverage makes it hard to distinguish hype from reality - what is really happening? Our newest research finds that organizations are using big data to target customer-centric outcomes, tap into internal data and build a better information ecosystem.