The core of business intelligence (BI) is the transformation of data into insight and insight into action that can add value to the enterprise. But the rise of structured and unstructured data, which is known as big data, has radically transformed the BI function. While big data has increased the opportunities available to businesses, it also creates more challenges to capturing, storing, and accessing information. In particular, the advent of big data underscores the time value of information. Since the utility of some data points declines very quickly, there’s a premium on accelerating the process of turning data into information and information into action. This paper describes how companies can combine a unified data architecture (UDA) with complex event processing software to thrive in the era of big data.