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Realizing the benefits of Big Data begins with a specific objective

Harvard Business Review 08/31/2016

Retailers and marketers are looking to data as the new currency for their businesses. But despite millions of dollars in investments, most say they are not seeing the ROI they hoped for. The columnists cite Amazon, Heineken and Buzzfeed as companies that have set specific objectives for the use of Big Data in order to more successfully reap benefits.

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