(Note: This article has been published on the Business 2 Community website) The integration of marketing and technology is changing many marketing departments’ modus operandi. Technology has brought a whole new way of thinking about marketing, as it creates a new thought paradigm motivated by the abundance of data and the ability to process it. Those that embrace this new paradigm are likely to make better, more efficient and productive marketing decisions. Contrarily, those that are slow to adopt will get caught flatfooted by their competitors. This large abundance of data is what is commonly referred to as, “Big Data.” To quote Wikipedia, “Big data is the term for a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications.” From a marketing perspective, big data holds the promise of processing large amounts of data to facilitate intelligent decisions based on correlations discovered in customer behavior. Some marketing managers may balk and hesitate to embrace the promise of big data. Their reasons may be based on the sense of being overwhelmed by the scope of the problem. For example, where do you get the data? And how do you differentiate the important data from the superfluous? And once you have the data, how do you analyze it? And finally, how should this analysis affect future marketing decisions?