As massive data acquisition and storage becomes increas- ingly aordable, a wide variety of enterprises are employing statisticians to engage in sophisticated data analysis. In this paper we highlight the emerging practice of Magnetic, Ag- ile, Deep (MAD) data analysis as a radical departure from traditional Enterprise Data Warehouses and Business Intel- ligence. We present our design philosophy, techniques and experience providing MAD analytics for one of the world's largest advertising networks at Fox Interactive Media, us- ing the Greenplum parallel database system. We describe database design methodologies that support the agile work- ing style of analysts in these settings. We present data- parallel algorithms for sophisticated statistical techniques, with a focus on density methods. Finally, we reect on database system features that enable agile design and exi- ble algorithm development using both SQL and MapReduce interfaces over a variety of storage mechanisms.