This paper aims at describing an Exprivia Big Data application, called Big Knowledge, and its components, showing how it works and, in particular, what could be the potential applications of this kind of analysis. In particular, we will present how the monitoring of data coming from different sources are useful in a marketing or customer care scenario, helping companies to improve the customer care or to customise the offer on their segments of customers. Starting from an analysis of literature, we propose a Big Data solution developed in Exprivia that aims at analysing a great amount of data , extracting important information and then classifying them in a useful way. In particular, we want to analyse the benefits that such a system could generate in different scenarios dealing of marketing or customer care and the possible support to the companies. Here we want to describe our Big Data solution, Big Knowledge, and its application in different scenarios. The added value of this component is due to the fact that it could be adapted in whatever scenario. This versatility allows to use this component in different kinds of applications and in different markets, too, supporting companies in their strategic decision making process. This paper puts in evidence how this component could be useful for companies in order to better understand what kind of customers they have and what is the perception that they have about the brand. It is a powerful tool that, combined with sentiment analysis, can help companies with strategic decisions, aiming at improving their products and sales.