Erik Brynjolfsson, director of the M.I.T. Center for Digital Business at the Sloan School of Management says most companies still aren't using I.T. effectively to do things like measure the success of promotions or the performance of supply chains—data that can inspire changes that fatten revenues and ultimately benefit consumers: "There have been huge advances in the underlying technology of computers and communications. But to make them effective, companies have to change their business processes and the way they organize decision making."