With the price of crude plumbing lows not seen since 2009, Royal Dutch Shell, Whiting Petroleum Corp and many others are turning to rocket fuel, Big Data, lasers, spectrometers and other new or revamped technologies to do more for less. As North America's oil companies slash spending and lay off workers, established services firms and start-ups are hawking products that better assess oil and gas deposits, help drill fewer but bigger new wells, and boost output from old ones.