Data has been described as the new gold for marketers given the wealth of customer and business insights it holds. The question is, how can businesses cash in and unlock its value? In this report we look at how exploiting data can lead to business transformation and why the role of the data scientist is becoming more and more essential to organisations. We also examine the rising power and persuasion of algorithms, why predictive analytics are booming and the need for companies developing wearable technology to protect against the misuse of data
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