So typically it would depend on the complexity of the project and how easily accessible is the data to determine the likelihood and possibility of outsourced data analysis.

For example, it is much easier to look at a ecommerce website and provide analysis than to go into a retail shop that has both online and offline data sources that needs to be analyzed.

As an web analyst, I tend to get projects to help identify opportunities and support marketing activities. There is limitations due to the amount of data available and it would usually need to be looked at on a case to case basis.

Big data can include data multiple departments (sales, accounting, operations) to something as simple as web analytics. For complex projects, you face issues such as security, accessibility, longer timelines and iterations which would probably mean an inhouse resources would make more sense.

Hope this helps. Be happy to hop on a call to address any additional issues.