PA explores the opportunities presented by big data and explains that today people have access to what was previously perceived as personal data through social media such as Facebook and Twitter, while public data is also increasing. According to PA, companies are facing new opportunities to interact with their customers by working strategically with big data.
“The key challenges associated with big data are the ability to ask your clients the right questions and to know how to transform their answers into productive activities. In other words: big data may provide you with an answer – but the question is ‘how will you use that answer?"
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