Business leaders today don’t need to be told that the successful modern marketer will be data-driven.

The digitizing of the consumer path, defined by the data they churn out daily, has been a boon for the marketing industry. This digital signature of website visits, check-ins, views, likes, friend requests and mentions augments the digital purchase stream data that has been tabulated for years. This ‘digital exhaust,’ as it is sometimes called, adds the key component to the other data points: context.

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