In an increasingly digital world, data and information are the most valuable currency. This is especially true in marketing, whether it's for giant corporations like Coca-Cola or professional sports franchises. On today's show, host Adam Schick and MELT's director of Public Relations & Community Affairs Mark Harmon start by learning about how technology is shaping decision making at Coca-Cola and why you shouldn't be afraid to move from Vice President of Retail Marketing and Strategy Diane Wallace (1:12).Then, Adam and Mark find out how big data has infiltrated the world of sports marketing with Dr. Darin White, the Executive Director of the Center for Sports Analytics at Samford University (15:28).Finally, our MELT U roundtable features Elizabeth McLean (FSU) and Sarah Batchelder (UNC) sharing what they learned from this week's guests (31:21).Be sure to subscribe to the show on the podcast app of your choice and ore information, visit MELTATL.com.