In the age of Big Data, corporate leaders have more power at their disposal than ever before. Meanwhile, globalization has increased the number and quality of competitors fighting for the same customers. There is enormous pressure on planners to achieve economical, efficient strategies that increase return on investment with as little risk as possible. In the past, intuition was a planners’ tool of choice, but most today are tech savvy enough to have moved onto better techniques. With the sheer number of variables to consider, there are not enough hours in the day to cope with the resultant information overload.