The CTO of my previous company was fond of saying something like:

> According to [some book he read once], the average company stands to increase their profits by [50%?] by applying data science. Even if [author] is only 10% correct, that's still tens of millions of dollars for us.

(some variation on this at every all hands meeting)

When I left the company, they were still desperately searching for that first 1% of benefit after nearly a decade of effort. Like most management fads, there is some solid foundational truth there, but it quickly becomes a solution in search of a problem when it gets tossed at every single problem faced.