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Collecting data is only useful to companies who know how to use that data to give something back to consumers.  As customers we should come to expect a better return of goods in exchange for sharing our data.  Here, Mcquivey looks at how Target is successfully applying data it collects to create a better brand experience.

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Sampled Creative Commons photos

Mountain by Adarsh Thakuri https://flic.kr/p/4V8Nu8

Data.path Ryoji.Ikeda – 4 r2hox https://flic.kr/p/gdMuhT