Many organisations are so focussed on the challenges of organising internal data that they forget the importance of combining external data in order that they make decisions based on complete data.
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Companies today have a wealth of data to work with, such as traditional internal sources, syndicated data, and increasing amounts of free big data. Yet many of these companies are challenged with integrating the data – specifically, understanding how different types of external data can be combined with internal company or organizational sources and the types of insights and contextualization this approach can provide. Companies that take this holistic approach have an opportunity to create a distinct competitive advantage
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