To that end, retailers are synthesizing increasingly vast and complex data streams to inform decisions about inventories, pricing and merchandising. Marketers are taking a similar approach with the data they gather from the ever-expanding social web. Content owners are also using data-centric methods to analyze how people are consuming and sharing media. No longer satisfied with collecting "likes," fans, followers and viral hits, companies are now asking harder questions about the real value of these social network interactions.
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