The world is awash in data, much of it created by mobile devices, and it can be used to help create more valuable services and advertisements for the mobile consumer. CIBC, a Canadian bank, predicts that information-generation growth will increase 50 times over the next decade. IDC, a market research firm, similarly forecasts a 44-fold increase in data volumes between 2009 and 2020. Mobile is playing a large part in driving this explosion in data. What’s the use for all that data? Is it just noise?