To branch off of your comment, which is the best description of it, I think it should be noted that for the past two years this subject has been the most nomina

To branch off of your comment, which is the best description of it, I think it should be noted that for the past two years this subject has been the most nominated topic across all of our events for both information and security officers (the company I work for empowers F1000 C-suite executives to come up with relevant material for their peers to discuss annually). For companies that are inundated with web analytics, feedback they're getting from and trends they're seeing on social media to sales numbers and any other quantifiable data, they're trying to tie it all together so they can make changes or create new opportunities for their markets.