Big Data is already a trend that companies are jumping to. The possibility of exploiting massive amounts of data from multiple sources to make sound business decisions seemed like nirvana a couple of years ago; however now this is a reality. Customers have come to expect businesses to understand their wants and needs, likes and dislikes and to achieve this Big Data must be applied to products and services that businesses provide. This along with competitive pressures is pushing businesses towards implementing targeted marketing and sales initiatives. Businesses must be able to rapidly perform advanced segmentations on large populations, fine tune marketing campaigns on the fly and successfully convert prospects. With better analytics and management insight, there is an opportunity for employers to cultivate a better workforce. Traditional data warehousing technologies may struggle with vast and complex data sets, but SAP's HANA platform optimized on established Dell servers and combined with Hadoop, delivers a new approach that can provide instantaneous access to results gleaned from mountains of disparate data.