The Big Data potential in marketing is colossal and with data being generated and collected in real-time, around the clock, seven days a week, and the marketing industry is now able to see what people are buying, following or communicating about. Being able to overlay numerous amounts of data sets such as social media posts, money spent on product promotion, etc, the marketing industry business can now see which efforts were effective, which were not effective, and quickly adjust their marketing plans accordingly. The purpose of this study is to understand how Big Data will ultimately change the landscape of how business is transacted within industries, and more specifically, how the future of marketing will be grounded in data and analytics. The main question discussed is how our data is being excavated and what companies do with it. To answer this question, it is necessary to explore and compare how Big Data has already affected other industries. It is essential to explore the opportunities and challenges presented by this topic because as technology continues to grow at an ever-increasing exponential pace, in order to find new outlets and ways to survive and flourish as a business, industries must be able to adapt.