This should be read in parallel with my blog today "Half of my spending on analytics is wasted". 

Just shows that the CDO, CIO, CTO and line of Business leaders have to define goals and measure planned/actual ROI. 

Nit just classic financial returns as in CAPEX analysis but non financial gain for non-profits and central/local government. 

For CEOs struggling to make sense of the catchy and poetic wording vendors dream up I found a good source of advice at "BigData4Analytics"