I find it interesting that the short term sales gain doesn’t contribute to brand value. It would seem to me that barring a demographic that responds only to recent campaigns would the exposure lead to long term brand value. I’d imagine the proportion of short term gains to long term growth or leakage mitigation might be an important metric for the valuation of large datasets. The problem that arises from this, from the point of view of may data professional, is one of the valuation of large unstructured datasets. Big data tends to be unstructured and requires processing to extract patterns that can be used for analysis. This processing incurs costs that need to be justified.