Businesses are inundated with information about their users and customers. More than 5 billion people are calling, browsing, texting, posting, tweeting, capturing and videoing every day from their mobile phone phones. Facebook manages the interaction and posts between 800 million users with approximately 250 million photo uploads each day. With data pouring in from every direction, it can be difficult to establish what a business needs to measure to suitably leverage the data to their advantage. This whitepaper seeks to determine ways to harness the power of big data and take advantage of its full value.