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Although big data presents huge marketing opportunities, many companies simply can’t keep up with the amount of customer information being generated every day. So while marketers have become adept at capturing large quantities of data from a variety of sources, they have a long way to go when it comes to analyzing the data and using it to gain meaningful customer insights.
As a result, brands find themselves in the unhappy position of being data rich but insight poor. That has to change – and 2013 will be the year that marketers start mining big data insights and applying them across a wide range of consumer touch points.