We look at two themes at the heart of marketing today ? the need to work with big data and the need to better understand how and where mobile fits in. The mobile phone is central to our lives in so many different ways. The data that are generated as a result of its usage tell a story about the shape and pattern of our days which offers the opportunity to understand with detail and precision where, when and how tech companies, service providers and brand marketers can most powerfully engage. We will showcase how analytics can guide the process of identifying patterns, helping structure diverse and unstructured data sets and build frameworks that allow us to use them to address the real life marketing challenge of how to best leverage mobile to connect with consumers.