What do Coke, Ford and Google have in common? For one, they’ve each had epic product failures that likely could have been avoided. Google had Google Glass (and dozens of other false starts), Coke had New Coke and Ford had the Edsel. Each had the marketing know-how, the customer relationships and the money and each failed to get the data they needed about the market for their product. The bigger and more egregious the failure, the more likely it could have been prevented by disciplined use of data.