Big Data is more aspiration than reality for most marketing organizations. Broad consensus on the strategic value of Big Data gives way to the myriad of nuts-and-bolts technical issues necessary to structure a data ecosystem and bring crisp data-driven insights to life in personalized communications. You can assess an organization’s readiness to leverage Big Data by analyzing an organization’s capabilities across seven key areas: Strategic Vision is the acceptance of Big Data as a critical contributor to meeting business objectives. Understanding the C-Suite commitment and buy-in is the first step, followed by an allocation of

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