This document discusses big data and analytics. It notes that 70% of customer data is generated but only 0.5% or less is analyzed. It advocates storing all data in one place and using tools like Apache Hive to analyze large datasets stored in Hadoop. Hive allows users to run SQL-like queries on Hadoop. The document provides examples of data sources like sensors, social media, and transactions. It also gives an overview of building an analytics platform with Hadoop, Hive, and related tools to extract insights from big data.