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Grant Stewart, Head of Strategy at Digital Alchemy discusses how to best realise the opportunity derived from Big Data. At the forefront of data-driven marketing, Digital Alchemy provides dynamic decisioning to their clients allowing them to drive relevant, timely communications to their customers. The results of their approach which includes leveraging big data and analytics has yielded some outstanding results but not without some learnings along the way. Grant provides a frank and open discussion around the unique advantages big data can bring to deepening customer insights as well as what he has found to work and not work in this exciting world of real-time customer intelligence.