It arrived with much hype - almost every major newspaper has devoted column inches to the launch and to the fact that heartstrings had been successfully tugged (apart from Charlie Brooker writing in the Guardian who states that anyone who cries at this is "literally sobbing IQ points out of their body").

BBC: Ad breakdown: The John Lewis Christmas ad

Its column-storebased data warehouse has enabled Airtel Vodafone to gain market share and become a major player in the European telecommunications sector.

FORBES: The Big Lie About Big Data