Big data comes from various sources and can be used for unique analytics and more precise predictions if analyzed properly. There are security and privacy concerns that must be addressed when working with big data, including layers of security, consumer opt-in, granular access controls, and preventing illegal access. Effective use of big data requires evaluating the data, having a clear hypothesis, using tested methodologies, having confidence in results, and asking the right questions. It is important to consider what the data does not say as well.