Marketers increasingly have access to massive amounts of data. Taking advantage of that information is another matter. The challenge of tapping Big Data was a common theme at last month's Online Marketing Summit in San Diego. "Many companies, especially in the SaaS space, are sitting on gold mines of data," said Heidi Melin, CMOofEloqua,in a keynote discussion. Many of those companies, though, are not leveraging that data, she said.
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