Big data can be quite confusing for most marketers today. While marketers are still trying to wrap their arms around the data they have, more and more data is being produced by the minute.

I was recently at a marketing conference and one of the attendees told me, “Whoever has the most data wins.” This is the mentality for most companies -- collect as much data as quickly as possible. After all, more is better, right? Well, not exactly. Really it’s about, “Whoever has the BEST data wins.”

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