It's data, data everywhere! Usually firehoses of data. Sure, the Consumer is empowered but imagine getting hit by firehoses! Recent study shows that a car buyer makes 900+ digital interactions in his/her car buying journey. Oh My! Are they able to make the right decision at the right time? People may refer to this as information overload, cognitive dissonance, but the net result is either total confusion and delayed decision or more often a wrong decision.