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In today’s modern world, personal data is being collected at an incredible rate. The websites you use, the places you visit, the calls you make, and even the pics you click will be recorded, measured and leave a digital footprint – a footprint that is fast becoming a prized resource. In the year 2017, the Economist called personal data as the world’s most valuable resource ahead of oil. Because of how the companies communicate with their customers and how it positively impacts the customer experience.

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