James Williams, managing editor at Hedgeweek, assesses how data analytics techniques can be used to personalise client experiences for investment managers. The amount of data is growing exponentially. According to IDC, there were 16.3 zettabytes of information generated in 2017 alone; one zettabyte is 1 billion terabytes. However you cut it, that’s a huge number. One that is too large to comprehend. In simplistic terms, according to one industry professional “if every piece of data were a penny, it would cover the earth’s surface five times over”.