Airlines may be global businesses in many ways, as well as exhibiting cutting edge technology in areas like mobile phone check-in at airports and offering user-friendly websites for buying air tickets (along with a host of other “ancillary” items like hotels and car rental). But, when it comes to making use of the enormously rich data that they receive from the world’s top 10% slice of spenders, the airlines are positively living in a Neolithic ecology. They are simply unable to extract and match the fabulously valuable information about passengers that they receive by the millions of items every day.