There are some common mistakes that most managers commit with the use of business analytics. First of all many do not understand that Big Data on its own is not as useful as its proper understanding and integration with various sources of data to get the complete holistic picture. Having too much of data is also not useful specially when it is in unstructured form. A lot of managers read too much into correlations, even though in reality a lot of them maybe simply coincidences. Machine learning algorithms do develop certain trends which appear to lead to business outcomes but actually spurious findings. More than the data itself, it is its handling that is crucial and thus managers must assemble a good team to work on the data. The right analyst and the right skill level will deduce authentic results out of the data.

Source: https://hbr.org/2016/07/the-4-mistakes-most-managers-make-with-analytics