John McAdams, CEO, F5 networks
Interactivity = more chances to interact with brands, in more ways and places. Every interaction is a chance to engage and get feedback/input. From a tech perspective, this human interaction creates 'unstructured' (messy) data (e.g., pdfs, video, text, responses to distributed quizzes, blah blah blah).
A note: even when we can collate, sift and slice data to our heart's content, you can't reason your way into someone's heart...
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