We live in a world—and deal with markets—increasingly driven by data. Consumers and companies throughout the globe generate massive amounts of data at any given moment. Internet searches, mobile phone clicks, website profile information, e-commerce transactions and basically any other action that can be quantified digitally make up the basis of “Big Data.” This data can in turn be analyzed and studied to inform competitive decision-making and increase the accuracy of market predictions.

Big Data is a complex issue—different firms and individuals have different access to different sources of data, and those firms and individuals want to use that data in different ways.

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