This lecture will be set up as a panel discussion about the role of forecasting in a corporate big data analytics environment. As a basis for discussion, Sven Serneels will present how the Advanced Business Analytics group is set up at BASF. To create context, selected aspects from BASF's Corporate Overview will be presented, which eventually lead up to the organization and responsibilities of the Advanced Business Analytics group. Finally, successful applications in the areas of forecasting and operations research will be introduced.