Industry 4.0 along with efforts in digitalization has brought forth many challenges but also opportunities in data analytics applications in manufacturing. Many of the conventional methods are in need of extending as they often fall short in accommodating the characteristics of modern production data while there has been an increasing influx of new data analytics methods from machine learning and AI. Furthermore, the current production problems tend to be complex requiring an array of data analytics tools in conjunction with process knowledge for a viable resolution. We have been involved in many industrial projects and will share some of the challenges we have seen along the way together with opportunities the new production environment offers. We supplement the discussion with a case study in manufacturing during which we needed to use various data analytics tools from design of experiments to predictive modeling to address a production concern. The path that we took along with the methods we employed provides a good example of the use of modern production data towards achieving desired outcome.