"In many industries, many organizations, there’s a growing realization that consumer-centricity and marketplace responsiveness – whatever you want to call it – is arguably the most important source of competitive advantage and hence it has been elevated to the C-suite. It’s no longer a conversation that just sits in marketing."

-Tim Warner, PepsiCo’s vice president of insights and analytics for Europe and Sub-Saharan Africa and global digitization, speaking at a recent event in which he discussed how PepsiCo is “reinventing insight,” as reported by Marketing Week.