Big data has a major role to play in digital marketing. Giants such as Facebook and Google are generatingbusiness analytics which marketers wish to track at a premium. Earlier records gathered about customers were transactional in nature, but now they have evolved to track behavioral among clients. Even secondary data derived often comes in handier than the primary intent of the market research. Personal blogs and online review forums allow another tool to track consumer ‘conversations’. The data generated is then used to develop consumer engagement tactics. The databases of prospects are then guarded zealously and used to align loyalty and incentive schemes.