Consumers produce mountains of data – we have seen this firsthand in our marketing efforts as we try to wrangle multitudes of data sources into some semblance of order. We know this. Data is produced as consumers research products and services, fill out forms, browse websites, submit reviews, call customer service, place orders, and from any number of numerous activities and interactions. In fact, 2.5 quintillion bytes of data are produced by humans every day. There are 18 zeroes in a quintillion, so that’s a massive amount of data.