How do companies make sense out of this information-rich but intelligence-scarce world? This is the crux of our ongoing research at Columbia University's Digital Future Initiative (DFI). In the digital era, companies are awash in information. Data pours in from every click, transaction, and swipe, creating a veritable tsunami of insights – and challenges. The question, then, is not if to leverage data, but how to transform it from a surging torrent into a potent decision-making force.