By 2010, Wal-Mart was processing over one million customer transactions an hour; generating databases estimated to contain at least 2.5 petabytes (Economist 2010). Rollin Ford, the CIO in 2010 emphasized the importance of processing and analyzing the huge amount of data: “Every day I wake up and ask ‘how can I flow data better, manager data better, analyze data better,’” (Economist 2010)