This document discusses using Hadoop for big data analytics. It begins by explaining how big data is increasing in volume, variety, and velocity. It then contrasts the traditional approach of structured SQL databases with Hadoop's ability to handle unstructured data at scale in an open and affordable way. The document provides examples of using Hadoop for customer innovation through analytics on user behavior data. It outlines some early adopter success drivers for Hadoop projects, including IT partnerships with business units and embracing analytics hubs for sharing and reusing work. Finally, it demonstrates a use case for analyzing customer data on Hadoop to gain insights and improve the customer experience.