Digital innovation is changing the way we shop, compare prices, receive discounts, use coupons, and how we pay for merchandise and services. Every day all this new digital activity is creating 2.5 quintillion bytes of data. In fact, 90 percent of the world’s data today has been created in the just last two years alone. For the CMO, does this growing wave of Big Data represent progress or a problem? A help or hindrance? Read more about Jeff Fagel’s thoughts on leveraging the four data waves for your brand.