Abstract
This work explores marketing data development beginning with consumer panels and extending into today's Big Data. Its intent is to overview how Big Data builds on the former and how each possesses uniqueness. For example, a key strength of consumer panel data is its ability to link consumer characteristics with purchase behavior, while Big Data and its lack of structure has concerns with consumer characteristic revelation, yet can provide strong consumer insights. Overall, the study overviews the potential, issues and future of Big Data in the context of marketing.