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IBM Champion and Braintrust Insights co-founder Christopher Penn doesn’t want you to just sit on your data for two reasons – that can pose a security risk AND data is money for your company. Using a variety of technologies – statistical languages (SPSS, R), databases, all kinds of off-the-shelf marketing analytics products – they couple them with Watson Analytics for Social Media, Watson Explorer, and other Watson APIs to help you bring your dark data to light.

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