Big data is composed of fragments of our lives ensconced in digital code. Businesses that will thrive will realize that value and convenience to the consumer is at the center of the big data revolution. The prevailing trends in big data are 1)data security is everyone's job, 2) this is the age of the quantified self, 3) big data is being used to improve business operations, and 4) there is an emerging cadre of business technologists.