There's probably a TONNE of cleaning/reconciling/deduping that needs to go on if they are trying to connect cross-platform users (like WhatsApp and Facebook) -

There's probably a TONNE of cleaning/reconciling/deduping that needs to go on if they are trying to connect cross-platform users (like WhatsApp and Facebook) - especially over historical data. Sure, maybe going forward refreshing these reports might be quick but don't underestimate the inertia of having to go through that pain of integrating the data for the first time. Any analysis worth its salt will also need to go through rounds of sense-checking + checks for statistical robustness: this all takes time