Finding needles in a haystack – it is probably what people in the field of data analytics are expected to do. It would be a simple task for them if they knew about the size, shape and colour of the needles they were looking for. In the past, data have always been collected with a purpose in mind and decisions were made based on the organization needs and the data analysis results. Since the information explosion, everyone (government, business, and social media etc.) has been collecting data so as not to fall behind among competitors. Majority of them have no ideas what size, shape, or colour of the needles they are looking for. In some cases, they do not even know what is the thing that they are looking for. Data Analytics is an area containing the relevant tools that allow you to divide and conquer massive data sets so as to find the needle for the right fabric.