This chapter proposes a reconceptualization of Big Data from that of Big Data as a tool in service to the message strategy to that of Big Data as a significant component of the development of the message strategy itself. Instead of isolating the presentation of data as a supplemental logos appeal, the author argues that data visualization should be treated, and valued, holistically for its appeal to ethos, logos, and pathos. This chapter argues for a paradigm shift in how instructors think about and teach data visualization, as these tools are not simply a means of delivering information but play a major role in the invention of a rhetor’s argument itself.