More than a decade since people have started talking about the efficacy of big data analytics within the sales process, businesses are still dragging their feet about adopting the technology. According to Salesforce’s 2015 State of Sales publication, only 19% of sales leaders currently use predictive analytics.

We took a look at how analytics have been studied and reported over the last decade or so, making note of analytics trends over time.

Here are a few of the highlights from the research:

• The ROI on analytics was established very early on, and subsequent studies over the years confirmed that the high value of analytics was not exaggerated.
• While predictions about analytics started out broad, over time they honed in on specific applications such as lead scoring analytics or self-service analytics models.
• The early predictions about analytics market value were blown away by the actual value revealed in later years.