One of the biggest concerns in this new age of on-demand, customer-centered experiences is the cloud of Big Data to sift through. We know precisely how to collect it, but no one has yet really figured out how to act on it, much less decide what to act on.

But one enterprising marketer believes we’re going about it all wrong – and when it comes to learning about our customers – small is the new big. Here’s how his advice is turning everything we think we know about marketing on …

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