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".........the next time your sales guy tells you about his relationships in the market, spit in his eye and ask him to bring you something more intelligent."

Website & Social Media analytics are now a key tool in the business process, especially with Direct to Consumer category growth (DTC).  Many organizations limit their business planning to these 'data' measurements and fail to create an overall strategy for use of "Big Data".

WCI advice: don't stop gaining intimacy because Google or another analytics platform is 'educating' you.  Many times, these systems make you dependent rather than teaching you key patterns of your consumers.  These tools are extremely beneficial when used in conjunction with segmentation analysis, geographic mapping support and market category analysis.

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Each month, Wine Concepts interviews marketing and research organizations and their staff seeking to gain greater insights in developing real relational integrity out of the data we mine.