These days there isn't a headline or piece of content on the whole wide web that isn't influenced, in some way, by data. In fact, for companies whose success depends on courting and converting customers online, big data is now (arguably) the most important competitive advantage to gain in the digital marketplace. Just look at the tooth-and-nail battle between social platforms like Facebook and Twitter for marketing dollars. Though active user figures are important, it is the maturity of each platform's ad product — that is, its ability to leverage data to enable brands to engage with consumers in relevant and authentic ways — that determines revenue potential.

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