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In the 3 days after the Super Bowl was broadcast, the top 10 ads have earned a total of over $1 million in impressions via online video, according to a new report from Kantar Video. Volkswagen's "The Force" ad was the most popular, earning the brand $538,000 due to its successful viral strategy by launch a week before the Super Bowl and attracting heavy media coverage.

"The Institute's director, Dr. Michael Rappa, spoke today in Washington, DC with senior IT executives across Federal agencies and state government about the looming talent shortage in Big Data. The panel included Jeff Butler, Director, Research Databases, with the Internal Revenue Service and Micheline Casey, former Chief Data Officer, State of Colorado. This past summer Dr. Rappa served as academic co-chair of TechAmerica Foundation's Big Data Commission, which examined strategies for transforming government through the application of Big Data."

Admittedly, it can be difficult to quantify a specific profit or revenue impact from some types of experience enhancers-more robust "voice of the customer" programs, more polished customer statements, better trained front-line personnel, streamlined customer touchpoints, a more user-friendly website, etc. The financials surrounding such initiatives are much less precise than those of hard-dollar initiatives, like the renegotiation of real estate leases or the consolidation of corporate functions. Of course, that doesn't mean customer experience investments have any less of a compelling return than these other endeavors. It just takes a little more work to quantify it. And, frankly, in some cases, it requires a leap of faith.