Companies today face challenges with continuous influxes of data, which traditional data analytic systems struggle to handle. The field of Big Data has emerged as a result, leading to the hiring of Chief Data Officers (CDO). Organizations need to react to data in real-time, and innovative IT organizations are installing new high-performance systems alongside older ones to address this challenge. To make data valuable, it must be converted into something consumable by key business decision makers. Real-time reactions can improve brand loyalty, business economics, and engagement yield. John Dillon predicts that we're currently experiencing the beginning of the next wave of data analytics, with a focus on sustainable 'data farming' over traditional 'data mining.'