The most successful companies today are the ones who have acted upon their data assets by leveraging advanced analytics and big data technologies. If you think of Apple, Netflix, Google or FaceBook, the one thing they all have in common (in addition to being "tech" companies) is that they have highly evolved analytics strategies and practices. One can safely say that all of these companies are "data" companies, and not device or video rental or search or social media companies. Add to this list, a company like Domino's Pizza. I had the opportunity to visit their campus yesterday and was amazed by how data driven the business is. In fact, Domino's proudly announces in their lobby that, outside of Amazon and Google, they are the largest consumer of big data analytics. So who exactly are the actual users of all of the big data and analytics? Today the largest users of big data in business are the folks in marketing. They need to leverage Hadoop for everything from sentiment analysis to real time product recommendations.