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Big data analytics is the use of advanced analytic techniques against very large, diverse data sets that include different types and different sizes. It is very useful and powerful analytics techniques.

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Marketing research is the systematic and planned analysis of data about a particular target market, competitions and environment.

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Big data -- the cutting edge of modern marketing or an overhyped buzzword? Columnist Kohki Yamaguchi dives in to some of the limitations of user-centered data.