With the use of Big Data analytics, finance professionals are able to further assist marketing and sales with their functions. Rather than just reporting on historical financial results, big data has brought together various departments within the organization to work together on not only analyzing the effectiveness of past strategies but also determine the next step within an organization. Such analysis allows for a better understanding of the cause and effects of decisions on a geographical level, as well as an organizational level. Some of the challenges faced with big data are determining which sources of data should be used, both internally and externally for decision-making. Other challenges that may be faced is to filter out data that is required for specific decision making from data that although is useful may distract from analyzing a specific strategic move.