This document discusses how marketing is being transformed by big data. It outlines how the rise of social media, mobile devices, and new digital channels have led to an explosion of customer data. Marketers now have unprecedented insights into customer behavior but also face challenges in managing and analyzing vast amounts of structured and unstructured data. The document describes how one company used techniques like machine learning, predictive modeling, and customer segmentation on their large marketing data sets to improve targeting, understand customer journeys, and optimize marketing spend - generating millions in additional revenues. It emphasizes the importance of collaboration between marketing and IT and having the proper skills and technologies in place to leverage big data for business value.