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The last time you searched for information online, how many returns were there? And the last time you needed to find some evidence to support an argument or theory, how many books, magazines and publications did you consult? What about businesses, how many sources of data do you think they track, monitor, and purchase on an average day to understand what their customers think and want, what the market is doing and what their competitor’s next moves may be? The answer is lots. Heaps. Tons. More than, perhaps, we can imagine.