Vast holdings and assessment of consumer data by large companies are not new phenomena‎.‎ Firms‎'‎ ability to leverage the data to reach customers in targeted campaigns and gain market share is‎,‎ and on an unprecedented scale‎.‎ Major companies have moved from serving as data or inventory storehouses‎,‎ suppliers‎,‎ and exchange mechanisms to monetizing their data and expanding the products they offer‎.‎ Such changes have implications for both firms and consumers in the coming years‎.‎ In Success with Big Data‎,‎ Russell Walker investigates the use of internal Big Data to stimulate innovations for operational effectiveness‎,‎ and the ways in which external Big Data is developed for gauging‎,‎ or even prompting‎,‎ customer buying decisions‎.‎ Walker examines the nature of Big Data‎,‎ the novel measures they create for market activity‎,‎ and the payoffs they can offer from the connectedness of the business and social world‎.‎ With case studies from Apple‎,‎ Netflix‎,‎ Google‎,‎ and Amazon‎,‎ Walker both explores the market transformations that are changing perceptions of Big Data‎,‎ and provides a framework for assessing and evaluating Big Data‎.‎ Although the world appears to be moving toward a marketplace where consumers will be able to ‎"‎pull‎"‎ offers from firms‎,‎ rather than simply receiving offers‎,‎ Walker observes that such changes will require careful consideration of legal and unspoken business practices as they affect consumer privacy‎.‎ Rigorous and meticulous‎,‎ Success with Big Data is a valuable resource for graduate students and professionals with an interest in Big Data‎,‎ digital platforms‎,‎ and analytics‎.‎