Data, the lifeblood of all businesses, is pouring in from sensors, networks, applications, and an ever-expanding hoard of connected devices. The move to the cloud has resulted in an exponential increase in data creation, and the industry is just scratching the surface with cloud adoption. Analysts estimate that perhaps 5–15 percent of IT spending has moved to the cloud. With the costs of compute and storage decreasing every day, businesses are storing more data than ever before. Opportunities to transform the business with this data exist all along the value chain. But making such a transformation requires that organizations get a full picture and a single source of truth about their customers and their businesses.
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