Big data is all the rage in marketing and technology circles across the globe. By definition, “big data” is a term for data sets that are so large or complex that traditional data processing applications are inadequate. Unless you are a large hotel chain or CVB, your data sets likely do not meet the definition. For conference organizers, the Holy Grail for leveraging data is to achieve the ability to personalize the experience for each participant. Before an organization can ...

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