As small companies are adapting to handle Big Data, the cloud and HBase enable developers to leverage that data to provide revenue-generating real time applications. When developing a real time application for an existing system, one must balance incrementing counters in real time with Map Reduce jobs over the same data-set. When maintaining an analytics platform, ensuring data accuracy is essential. At Sproxil, SMS logs are ingested into HBase at a growing rate and we report metrics such as SMS throughput, unique user growth over time, and return SMS user activity in real time. Sproxil provides a versatile analytics application enabling customers to handpick statistics on demand to gain market insights enabling them react quickly to trends. This talk will identify the most profitable metrics and demonstrate how to calculate them using MapReduce while continually updating data as it arrives.