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The idea of big data analytics stems back to 50s era business operations when companies discovered they could collect large amounts of data on their clients and use it in their operation. Today, it has applications in literally every corner of digital marketing.
In business, the more you know, the better you can do. Big data analytics give you the opportunity to gather information from your users, based on the way they interact with your brand. This data gives you the ability to work faster and smarter.