Integrate data insights into communications streams to customers... i.e., not just advertise the products or services, but communicate Starbucks's commitment to creating a dialogue with the customers. Dialogue with the customers create loyalty and awareness. Loyalty to the Starbucks brand comes from enjoying the product, and also from knowing that the company cares (through research and data collecting) to bring the best possible service and product. Furthermore, it is really important to link customer data to sets of data that reflect global trends, such as "less sugar is better for your health", or, "Calorie Awareness", or "Fair Trade Coffee". Thus, customer insights can be linked to global trends that reflect responsible and enjoyable consuming. Starbucks could develop an app that delivers a "Data of today" every day, and create a knowledge-sharing link with the customer. Starbucks should not be afraid of leading the way in food education... it is fun.