Marketing technology evolves at a breakneck speed. But it usually follows a familiar pattern: the hype, a flurry of activity, and—after the dust settles—a few winners emerging with technology that only somewhat resembles our wild expectations.

But when it comes to consumer data, we’re expecting that only a few major players will continue to dominate. This asymmetric advantage will quickly accelerate with customer interaction counts, as suggested by complex system modeling, expanding the winners’ advantages even further.

We’ve dubbed this widening gap “data inequality”—and you can read all about it over at Proove Analytics, our data analytics center of excellence.