Traditional marketing and sales tools have become obsolete as customers and clients increasingly connect through smartphones, social networks, and the products they use and consume. This digital transformation has caused a change in basic assumptions and turned companies into data-driven businesses. Big Data is the new marketing tool for understanding customer behaviour. For the first time, it is now possible to have a 360-degree customer view by combining data from sources such as: corporate systems; social media; customer relationship management software; and Google Analytics. Today more than ever, the customer is at the heart of the business, and firms must find the methodologies and tools to ensure profitable growth and a successful transformation.