IntroductionBig Data is a relatively recent concept in the marketing world that describes the process of analyzing massive data sets to uncover trends. The data sets are so large that it would be nearly impossible to find such trends without high-powered analytics technology. Big data has been facilitated by the ability to collect massive amounts of information about consumer profiles and purchasing trends. The main facilitators of big data collection are credit card companies and online companies like Google and Facebook that track people's purchasing and computer usage patterns. Big data has been used in many different industries to revolutionize everything from healthcare to manufacturing to government (Manyika, et al, 2011). Retailers use big data to better understand the “path to purchase” and then adapt their strategies to take advantage of this deeper understanding (Macy, 2013). Some retailers have found that the use of big data can increase operating margin by up to 60% (Manyika, et al, 2011). This occurs because retailers are able to better predict demand for specific types of products and then are able to sell those products by guiding consumers through their purchasing journey. This paper will explore retailers' use of big data as they adapt to this new technique and find ways to apply it to their businesses. How big data works Most marketers are tempted by the promise of big data, but using it effectively is a challenge. Many marketers are still trying to familiarize themselves with the best applications for big data technology. To maximize profits from big data, marketers need to understand how it works. In general, big data begins with data collection. Data if...... half of the sheet ......fs. Retrieved November 13, 2013, from http://www.marketingprofs.com/articles/2013/11924/how-to-harness-big-data-for-better-holiday-shopping-experiencesHockenson, L. (2013). How big data makes online shopping suck less. Gigaom. Retrieved November 13, 2013, from http://gigaom.com/2013/11/06/how-big-data-makes-shopping-online-suck-less/Macy, B. (2013). How we shop: Internet of Things, big data, social and mobile change everything. Huffington Post. Retrieved November 13, 2013, from http://www.huffingtonpost.com/beverly-macy/retail-30-internet-of-thi_b_4210230.htmlManyika, J., Chui, M., Brown, B., Bughin, J., Dobbs, R., Roxburgh, C. & Byers, A. (2011). Big data: the next frontier of innovation, competition and productivity. McKinsey & Co. Retrieved December 11, 2013, from http://www.mckinsey.com/insights/business_technology/big_data_the_next_frontier_for_innovation