IBM leads the trend of using Big Data to help its marketing customers, according to this article, which offers a peek inside IBM's New York operation. "The partnership here between my team -- the [chief information officer] team -- and the marketing team is really allowing us to help the business with much more targeted decision making," says IBM CIO Jeanette Horan. "I think the B2B world has traditionally thought more about companies than people. What we are increasingly recognizing is that it is individuals within companies that are making decisions."

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