Use Big Data and Social Media for a 360º Customer View

“The world is now awash in data, and we can see consumers in a lot clearer ways.” —Max Levchin, co-founder of PayPal The advent of big data has been a game-changer for business intelligence and, to an extent, sales and marketing efforts. Businesses today have more information about their customers than ever before. However, it’s primarily one-dimensional, gathered by the company for the company—little insight is provided by the customers themselves.
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Clarity's Behavioral Targeting Solution in Forrester Report

Improving marketing effectiveness and efficiency is the holy grail of marketing. That is because with so many factors influencing consumer behavior it is hard to account for all (or even many) of them. 
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