The Era of Big Data has arrived! Big data analytic can offer profound insight into customers, potential customers, and markets like never before. This book introduce big data in chapter one and discuss it, where applicable through out the text. further not isolated to big data, the area of analytic has arrived with clients demanding tools that provide more direction and insight for decision making. This trend is noted at appropriate places in the text, but particularly in chapter eighteen.The trend toward mobile and social media marketing research is changing how decision making information is obtained and, in some cases, what data is gathered. This is discussed extensively in chapter seven.