Big Data Analytics is generally used for building models to periodically optimize processes i.e. After-it-Happens business. But this limits the use of Big Data as there is always a delay in the data-to-action cycle and also, the analytical capabilities are limited at the business’s disposal. A better application of big data analytics is using it for As-it-Happens business. It enables us to leverage the data and models moment by moment to make an impact on business operations in real time.

Steve Wooledge, Vice President of Product Marketing at MapR, gives examples of real life applications that leverage a big data environment that integrates OLTP and analytical databases in his following article:

http://www.forbes.com/sites/teradata/2015/04/09/creating-the-as-it-happens-business-analytics-drives-action/