The amount of data we create each day is astronomical. The digital universe likely will reach 44 zettabytes in 2020 -- 40 times more bytes than there are stars existing in the observable universe. To say that's a lot of data is a colossal understatement -- but is this truly surprising? After all, we can take phone calls from watches and stream music from refrigerators.

We're just a few short months away from the California Consumer Privacy Act going into effect. The regulation brings privacy rights to residents in California and gives them control of their personal information and how companies can use it. Any business that sells to a California resident needs to be CCPA-compliant. Nearly every brick-and-mortar store nowadays has an e-commerce site.

Many businesses have been using secret scores created by data brokers to determine how much to charge consumers, whether to allow purchase returns, and what level of service to offer, among other things. "Most consumers will never know when they are the victim of a secret surveillance score," noted Laura Antonini, policy director at the Consumer Education Foundation.

Not so long ago, marketing usually meant gathering some demographic data, placing ads in selected print and broadcast media, stuffing mailboxes with direct mail, plastering the countryside with billboards, and more recently, bombarding the universe with spam. Marketers no longer can focus on delivering static messages, regardless of how "targeted" or "multichannel" they may be.

I have been writing about Salesforce for 20 years. That's incredible for me because aside from marriage, there's nothing in my life I've done so consistently for so long. Perhaps like a marriage, the thing that's been attractive about Salesforce is its constantly changing nature. The company went through a typical adolescence for a startup but it always had a sense that it was changing the world.

Artificial intelligence is arguably the most disruptive technology to emerge over the last few decades. Consumers are producing data at record levels. It's estimated we'll produce 463 exabytes per day by 2025. Yet humans aren't equipped to process that complex information. We're starting to rely more on AI to interpret massive amounts of consumer and third-party data in real time.

The software development lifecycle reminds me of the proverb of the three blind people confronting an elephant. One grabs the trunk and says it's a snake, another touches a tusk and says it's a spear, while the third feels its side and calls it a wall. The moral of the proverb is that perception has a lot to do with perspective. For a long time, the perspective on software was that it was a cost.

Too often, sales teams and successful reps are shrouded in an air of mystery. Many can't tell you exactly how they do what they do. Nowadays, they do it behind a screen, which limits the potential for apprenticeship, immersive learning and modeling. It offers little data beyond outcomes for managers attempting to dissect what's really working. So, what is the secret sauce of a sales rockstar?

Holiday shoppers spent more money on online purchases last year than ever before -- a whopping $126 billion from Nov. 1 through Dec. 31. That was a 16.5 percent increase from the previous year. If the steady upward trajectory of online holiday spending is any indication, 2019 promises to be another record year. Is your business ready to claim its piece of the massive holiday pie?

The contact center uses familiar benchmarks to determine if a call, chat or email is successful or not. Call metrics such as net promoter score, handle time, and amount of silence are correlated with positive or negative outcomes. However, insights from speech analytics technology prove that these metrics only tell part of the story. What's missing? Context -- and it's the essential CX ingredient.

CRM systems are the lifeblood of many businesses, and the volume of customer data within them keeps growing as companies digitize more processes. That data often is not being used to its full potential, beyond basic reporting on sales metrics and marketing campaigns. With the advent of mainstream machine learning and artificial intelligence technologies, this is all changing, and quickly.

Oracle has announced plans to combine its more than 18 related analytics products under a single banner, Oracle Analytics, making it easier for customers to figure out what they need. It's not unusual for a company to innovate a string of offerings before consolidating them into a single product line, and it's reasonable to assume that vendors that have not done so already will follow suit.

The most successful brands today are those that have created engaged audiences and an exceptional customer experience. They have managed to humanize the most unsentimental of buying processes, and somehow made it look easy. Providing a world class customer experience is so profitable that Gartner has estimated the CX and CRM software market alone to be worth $48.2 billion and rising steadily.

Salesforce has a genius way of putting people at ease and opening their minds before any of the company's representatives say a word about product. People who study neuropsychology point to the importance of ensuring that the audience's prefrontal cortexes are wide open and ready to transact ideas. Over the years Salesforce has opened minds by discussing philanthropy and it has worked brilliantly.

Salesforce has announced an all-stock deal to acquire analytics powerhouse Tableau Software. Salesforce will pay 1.103 of its shares for one Tableau share. The deal is expected to finalize by the end of October, about a month before Dreamforce. A number of questions arise from this deal. For instance, why do it at all? Why keep the companies separate, and what will their relationship be like?

When live streaming first started to roll out across multiple social media platforms, it remained pretty unclear how this new technology would interface with Internet users. More often a source for friends to include one another on events they're missing out on, frequent uses of live video streaming felt experimental in nature. What was it all about?

You don't have to be entrenched in the tech world to have heard the term, "artificial intelligence," but what is artificial intelligence, or AI, as it's commonly known? Simply put, AI is the simulation of human intelligence processes performed by machines or computer systems. Nowadays, AI is being used to carry out many jobs previously held by humans, but there's no need to panic.

It's not that Salesforce has introduced more artificial intelligence apps for its Einstein analytics tool set -- this time for financial services -- that's important. It's that the clear trend now emerging is that you can't really have an industry market solution-set without analytics tuned to the vertical. There are at least two ways to do analytics.

Data is one of the biggest advantages e-commerce brands have over their brick-and-mortar counterparts. Brands that sell products online can glean insights not only from sales figures, but also from impressions, click-through rates, bounce rates, and numerous other data points. They have a constant stream of visitors to help them optimize every image, ad and product description.

There's been a chorus of calls from all corners for social media regulation -- from pundits like me to the halls of Congress and even from Facebook CEO Mark Zuckerberg himself. The social media community seems tied up in knots over what to do about the abuse happening within their communities, but if you look elsewhere you might see signs of solutions that could solve some fundamental problems.

There's a chicken-and-egg issue with digital disruption. Making decisions based on numbers instead of gut instinct is recognized to be a superior approach in many situations, but before you can get to decision making, people have to be able to use things like AI and ML. Humans are not naturals when it comes to numbers; thinking back to high school algebra is all it takes to convince most of us.

As the B2B buyer continues to evolve, B2B sellers have more solutions than ever in their technology stacks. From CRM, sales content and asset management, to sales enablement, LMS and more, these technologies have been adopted in order to stay ahead of the changing behavior of prospects. The adopter of these solutions hopes to drive individual sales while increasing the team's productivity.

A little over 10 years ago, we were toasting social media as the great innovation that would enable CRM to traverse the mythical last mile between vendors and customers. Every analyst had something positive to say about social and its future role in CRM. I wrote a paper forecasting that social networking and analytics would be tightly interwoven into the fabric of the vendor-customer relationship.

In one way or another, CRM is the heart of the digital disruption, or the modernization of business. CRM was the first front office system to help organize significant staff doing important but far from routinized things for the business. You could rely on back office apps to organize various aspects of production, but the front office was the Wild West before CRM.

In 2018, 8.8 percent of all retail sales globally, totaling more than $2 trillion, were made online. As the total number of online purchases grows, a compelling case can be made that e-commerce customers expect to receive support that is as good as or even better than those who purchase the very same products in a store. In person, it is very easy to verify the proper set-up and operation.

Here we go again, right down the hype cycle and into new product land. In the last week, two major enterprise software companies, Oracle and Salesforce, announced customer data platform products. Oracle announced its product last week in Las Vegas at its Modern Customer Experience event. This week, Salesforce announced that it is building a customer data platform.

Retail is facing battles on all fronts. Up against Amazon's streamlined operations on one side, and a higher demand for flawless customer service and experience on the other, it's either think or sink for many. However, AI has thrown some early adopters a lifeline. As Amazon has proven with its stranglehold on the retail industry, online shopping is unquestionably the future.

Oracle held its Modern Customer Experience conference in Las Vegas this week, and it was eye-opening. This is the fourth MCX conference and an important milestone for a company that came to the cloud later than its competition. No doubt about it, Oracle has done much in a short time to develop and deploy its customer experience vision, so it is now possible and fair to critique the company's progress.

Customer relationship management is a term you've likely heard if you have worked in the tech space. CRM software solutions have not always been as far-reaching as they are today. Over the last 40 years, CRM has evolved from a range of disparate business solutions developed for various customer needs. The earliest CRM tools were devices like Rolodexes, which you can hardly even find these days.

Trying to do business without also having a modern CRM system is like walking around naked. You can do it, at least for a little while, but people will begin to think you're weird -- and the trouble is, those people are all potential customers. CRM is essential today because, despite our reverence for the free market, it's really more like free markets -- plural.