The free flow of information has given today’s consumer more choices about purchasing and the power to respond quickly and effectively about what they like or don’t like. Companies have little control over this vast flow of information that affects everything from dealing with what and how much is sold where and for how much, to dealing with customer satisfaction or dis-satisfaction snowballing over social media channels. The clock cannot be turned back on this revolution, so what can companies do to re-take control of information or change their business strategies, and how can IT help?