The value of information is in its use, or perhaps in the ability to prevent others from using it.
“H&M Ramps Up Data Use,” The Wall Street Journal, May 8, 20189 B4. Store chain mines social media to identify and track trends, and analyses store-specific information to determine what to stock in that store.
So, they use a common technology approach to data analysis chain-wide to derive a store-specific stocking strategy. They find that computers don’t get distracted by emotions as much as humans.