Statistical methods such as multivariate regression analysis, structural equation modelling and graphical modelling are employed to analyse tera-bytes of data. Business insights can be found through the smart synthesis of data from multiple sources. Predictive data models can be developed for sales forecasting as well as marketing mix models.Data can be combined from web listening reports, online quantitative surveys, customer relation management databases, financial data and other external data such as stock exchange indices, temperature or whatever else might be relevant to the product category in question.