Microsoft are looking for a PR Coup by offering Advanced Analytics to the team aiming to break the land speed record.
Breaking speed records is cool and Big Data is cool let's put them together and sell Microsoft!
However, Cortana, the digital assistant is really just one part of an overarching suite of Microsoft “big data” solutions. Specifically, the Cortana Analytics Suite, pulls together Azure, Power BI, SQL Server, and other Microsoft products. For enterprise, Cortana Analytics is the framework for analyzing data and build out customer solutions using the Cortana Analytics Suite.