oday, many companies are already using Big Data to turn their data process into actionable insights. However, in reality, companies often find that Big Data doesn’t necessarily translate into easy success. In an exclusive interaction with CXOtoday, Adrian DeLuca, Chief Technology Officer, Hitachi Data Systems, APAC states that many companies throw themselves into big-data projects, only to fall into common traps and end up with nothing to show value. Many Big Data initiatives also got scrapped. DeLuca points out the five most common yet deadly mistakes companies make with big data and offers his recommendations on how to avoid them.