Throughout the first decade of the 21st century, data center emerged

Throughout the first decade of the 21st century, data center emerged as an important corporate asset, playing a significant role in business management and customer service. During the course of this period, the data center underwent an evolution as computing and data storage capacities increased significantly. According to IBM, we create about 2.5 quintillion bites of data every day, and IDC estimates that the volumes of data will more than double every two years. This is creating opportunities for marketers, allowing them to collect and analyze customer data and used the resulting insights to improve the customer experience and boost sales. However, Big Data poses a new set of challenges to marketers as many conventional tools and practices fail to capitalize on these vast and varied data sets (Heise, et al., 2014).