Never before have marketers been blessed with such immense quantities of digital customer data, yet so incapacitated by how to use it.

Marketers are sitting on a goldmine of customer intelligence—one that remains largely untapped because the advent of big data has yet to be followed by established practices for managing and leveraging it.

This paper explores ways to collect, store, and extract value from the ever-increasing volume of customer identity data, including:

• Social network stream data
• Social profile data
• Transaction data
• Clickstream and third-party data

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