Nearly a decade ago, the emerging legal market was shrouded in uncertainty. For the most part, retailers and brands were grasping in the dark about what consumers really wanted out of their cannabis experiences. Since then, the industry has evolved to a point where cannabis companies have gathered troves of consumer data --the question now remains, what should be done with these valuable insights? This week, Ian Dominguez of Delta Emerald Ventures discusses how companies can successfully leverage data to drive transparency and consumer retention, and why investors and entrepreneurs alike should value granularity over industry-wide trends. In this conversation, Ian also examines the role that investors can play in driving positive change and facilitating social equity in the industry.