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Data. You've got a LOT of it. You use it every day for reporting and analysis to determine effective campaign management to your clients and prospects. But with 600 Tweets, 20,000 Bing searches, and 700 Facebook posts per second, marketers are no longer in control of their brands, thanks to the real-time web. But that doesn't mean you have to accept defeat and succumb to these new challenges. By bringing your data together across channels, it's possible (even easy!) to successfully embrace real-time marketing and evolve campaign management to conversation management - turning previous challenges into ROI opportunities. The key simply lies in establishing data as the new marketing creative.