As part of an advancing digitization, many enterprises feel the need to explore the possibilities big data may provide for their business. However, only a few companies use big data applications productively, despite its high expected potential. How companies examine the possibilities of big data, is therefore a highly interesting and relevant question. Based on a multiple case study we identify three different approaches and factors that influence the choice of approach: Companies either initially focus entirely on business aspects, or on a systematic build-up of a big data technology and data platform. Innovation adoption research is used as a theoretical basis.