Big Data is transforming operations across the spectrum of industries and functions, including logistics, manufacturing, accounting, and even legal services. One key area often identified is marketing, specifically data-driven marketing. By tracking and analyzing customer interactions, the theory goes, a marketer can provide a higher level of relevance in marketing, including social media, email, real-time messaging, and mobile apps. While Big Data is described in many ways (unstructured, real-time, etc.), the key for marketers is to make sure there is a plan and tools to utilize Big Data to meet marketing objectives. For these purposes, Big Data will be described broadly, in terms of customer interactions regardless of channel. There are four factors that brands must assess to get the most of out their Big Data for CRM: