Most people know the Big Data story by now: the proliferation of sensors (the “Internet of Things”) is accelerating exponential growth in “structured” data. And now on top of that explosion, we can also analyze “unstructured” data, such as text and video, to pick up information on customer sentiment. Companies have been using analytics to mine insights within this newly available data to drive efficiency and effectiveness. For example, companies can now use analytics to decide which sales representatives should get which leads, what time of day to contact a customer, and whether they should e-mail them, text them, or call them.