Target is a great example of a company that leverages its data to anticipate needs and deepen the connection with its customers, Cortera CEO Jim Swift says. "Why don't business-to-business companies have that kind of insight into their customers and prospects?" he says. "Businesses, after all, like consumers, aren't one-dimensional or static. They are constantly changing, evolving, dynamic -- as reflected in their behavior and captured in the data."

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