I'll start by making a statement that I think I can back up: the amount of data available to marketers is growing geometrically, not linearly. Linear growth of marketing data would mean something like the following: An individual starts a new company on January 1, 2010. He buys a list of 1000 names to market to. A year later, he has added 100 names to this list, for 10% growth. A year later, he buys 110 names to market to, for a further 10% growth, and so on, and so on. Exponential growth is different. When things grow exponentially, they grow as a square of the original. For example, instead of a marketer having 100 names and then 110 names, he’d have something like 100^2 or 10,000 names after a year. This can’t keep up, because we’d simply run out people in the world after two or three years. The issue is more complicated than this, though, because we’re really talking about not just the number of names growing exponentially, but what we know about these names growing, too.…