Customer engagement has long benefited from data and analytics. Knowing more about each of your customers, their attributes, preferences, behaviors and patterns, is essential to fostering meaningful engagement with them. As technologies advance, and more of people’s lives are lived online, more and more data about customers is captured and made available. At face value, this is good; more data means better analytics, which means better understanding of customers and therefore more meaningful engagement. However, volumes of data measured in terabytes, petabytes, and beyond are so big they have spawned the terms “Big Data” and “Big Analytics.” At this scale, there are practical considerations that must be understood to successfully reap the benefits for customer engagement. This article will explore some of these considerations and provide some suggestions on how to address them.