The world has become excited about big data and advanced analytics not just because of the wealth of information gained but also because the potential for impact is big. Big data refers to the ever-increasing volume, velocity, variety, variability and complexity of information. But it is important to ask the right questions at the beginning of the analytical process. Using big data as a starting point of one’s strategy will allow having a better view of existing options. By compiling data about ones modus operandi, as well as customer reactions, it becomes evident what works and what do not. Customers have a much higher expectation, and big data is more than capable of helping to achieve them.