Some businesses move much more quickly than others, they need their fingers on the pulse of what society is currently interested in and data from previous research will not carry much weight. There are many businesses like this in the sport and tourism departments, where data can help lead to decisions but should by no means be the primary cause of them.
Yes, I think that there are exceptions in business where data-based decisions do not result in the best decisions, because there is still an amount of human review that needs to go into it. Statistics often need to be evaluated. A statistic by itself may or may not tell the whole story.
You can't always base these things on data collections, they are only as good as the data collected. If you think hard enough about these kinds of solutions, human error can still play a huge part. I doubt you can judge everything off of what a computer thinks you should do.
I believe there are exceptions in business where data-based decisions do not result in the best decisions. Data-based decision making can be a great asset but it is important to remember that this style of decision making is totally based in numbers. It does not include emotional changes and social impacts. These things can't be factored into this type of decision making.