In the age of Big Data, we know what shoppers are buying, when they’re buying it and how frequently. We know their household size, social media activity, brand preferences, trade-offs, and what sort of promotions entice them to purchase. We can connect with them through various channels to gauge their interest in a brand, or to understand their decision-making. Leveraging this data to increase market share, brand exclusivity and customer loyalty has become the norm, and nearly every brand-based business professes to building a....