The ever expanding use of social media and mobile technologies has dramatically changed how we communicate and how we interact with the companies that sell to us. As channels of communication expand to include social media networks, blogs, forums and chat rooms, digital and physical lives are intersecting more than ever. What people do online provides an increasingly accurate picture of their customer profile, including lifestyle choices, buying preferences and brand perception. 

This technology evolution provides companies with an almost endless supply of data to help them better understand and respond to the needs of consumers. As a result, information is becoming business’ new currency and the basis for true competitive differentiation, value creation and risk management.  

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