Do you geek out on data? Then you'll love Big Data Serving, because inside analytics expert Craig O'Shannessy shows you a "big data" approach to holding serve. What that means is, what serve should you hit, and what rally strategy should you use, based on the SCORE. What should you do when the score is 0-0, 15-0, 30-30, and so on. When you start letting the data direct your decision making, then you'll hold serve much more often.