I've been thinking a lot about data lately. What's that? You have, too? Well, of course. You, like me, work in the advertising business, with at least a passing interest in the technologies that continue to morph and change our industry and culture in general. In this industry, data has risen to some pretty lofty heights. We seem to have turned our attention toward the vast storehouses of data that we know (or believe) exist or can be captured. Inside this deep vein of data, we believe there is truth and insight. We simply need the right tool to extract that truth and insight. Perhaps this is a natural outcome of the ever-decreasing cost of storage. In 1992, a gigabyte of storage cost $1,000. This year, the same amount…