The question is how advertisers will weigh the potential value of customer information against the low CTR going forward, and what the company will or can do to improve CTR.

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For example, again thanks to Big Data, every Web ad you will soon see on Facebook and across the Web will have been bid upon in real time by advertisers who will pay based upon your perceived value as a potential customer.

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Wawa, a regional chain of six hundred convenience stores known for its near cult-like customer following, screens potential store managers fiercely against two values: Delight Customers and Value People.

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If just one person in that village, whether a company employee, contractor, consultant, or customer representative, fails to adequately protect the information, its value and its potential for becoming intellectual property is lost.

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