Become indespensible without owning the data
Here's a plea for IT to take the indespensible role of providing enterprisewise big-data infrastructure and governance. But IT doesn't own the data and can't be held responsible for monetizing big data. As Michael points out, it's a Catch 22. IT can't count on (and won't be given a budget for) a build-it-and-they-will-come approach.
The bottom line: it's up to a CIO, a CDO, a CMO or some such leader to recognize and broker support for a critical combination of promising, breakthrough big data apps. When it cuts across departments, big-data-infrastrcture budgets and responsibilities will be placed where they belong: In IT's court. Responsiblity for promoting and pioneering individual apps should rest with the business units, but they shouldn't be burdened with, and likely can't afford, responsibility for infrastructure and governance.