In the column, Claiming Your Unfair Advantage, I describe four types of "Big Data" tools. Before I elaborate on these tools, I want to share a lesson from my friend Mark Huffman of Procter & Gamble. When Mark joined the world's largest advertiser in 1984, it was all about data analysis. "In God we trust," one P&G marketer told him, "all others bring data!" Today, Mark is executive production manager at P&G and is responsible for all integrated marketing.