Every organization is trying to leverage its data on customer behavior to its competitive advantage. Marketing teams in every enterprise are trying hard to collect details about their customers, capture their taste/preferences and retain existing customers by providing them with the best personal experience.

For many enterprises, the ability to collect data is no longer a problem and in reality has resulted in enormous amount of transactional data about their customers. The real challenge is to build analytics on top of the data and get them to work the moment the customer is ready.

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