The business value of consumer analytics and big data is not just about what you can discover or infer about the consumer, but how you can use this insight promptly and effectively across multiple touchpoints (including e-commerce systems and CRM) to create a powerful and truly personalized consumer experience. In this article, I will explore how the concept of information superiority interacts with the concept of customer centricity. I will look at three modes of information superiority: conventional, adaptive, and collaborative.