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Today’s marketer can’t take two steps without hearing about the wonders of big data, big data applications and how (huge) brands are using big data. The issue for most marketers is that big data is often perceived as too bigfor the average company. What most people don’t know is that big data applications don’t necessarily need to be so, well, big! When marketers start to think small about big data, the possibilities are endless. The technology exists to help any marketer take hold of their information and turn it into actionable, optimized campaigns and strategies.