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Increasingly, the success of your brand will be a function of your ability to translate data generated from digital customer activity into consumer insight. If you can gather detailed data from the Web and other sources, analyze it to generate insights about specific customers and segments, and swiftly act upon those insights, you'll gain huge competitive advantages. But getting to these insights requires fresh thinking about data, as well as powerful analytical tools that deliver more than just traditional website reports and key performance indicators. This paper explores the role of advanced analytical tools in understanding customers, driving marketing effectiveness and optimizing strategies and tactics to maximize business results.

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