"In the past few years, companies have amassed trillions of digital bread crumbs: from credit card transactions, from people’s online wanderings on social media and search sites, from GPS devices embedded within smart phones. Last June, the market intelligence firm IDC said the amount of data produced by our ever-digitizing mass of humanity is more than doubling every two years. Companies are drowning in data. But they’re also recognizing an extraordinary opportunity, and after a series of studies of so-called big data published by research firms over the past year, many are predicting it will become a major focus of marketing executives in 2012."
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