Big data involves massive data files that can be obtained from both structured and unstructured databases. Big data often consists of high volume data that marketing managers can use to obtain valuable information and make more welldirected marketing decisions. Big data includes mountains of data collected from social networks, retailer scanning or media scanning, consumer purchases, store tracking, logistics, production, cloud computing, Internet of Things, mobile devices, RFID, GPS and many more sources. One should think of big data not only in terms of analytics, but more in terms of 1.) Developing high-level skills that allow the use of new generation IT tools, 2.) The architectures to collect data from various sources, 3.) Storage, organization, extraction, interpretation of massive data to generate valuable insights and 4.) Sharing them with key firm stakeholders for competitive advantage co-creation and realization.