This document discusses industry trends and architectural trade-offs for data analytics in IoT device deployments. It notes that without context, data is meaningless, and that creating smart connected products and services is a journey that begins with basic connectivity and enables increasingly complex data analysis. It recommends embracing IoT as a strategic decision, thinking big but starting small, crawling before walking and running, and embracing the emerging digital ecosystem. A case study is presented on a self-serve frozen yogurt machine that uses IoT for automated operations, remote monitoring and predictive maintenance.