The point of the model is to use the data in a way no one else has used it to provide new insights.

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But to maximize profitability under this data sales model, Facebook wants to drive the cost of data center infrastructure to some point below that of commodity boxes servers and storage arrays for example.

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The combined forces of the Software-as-a-Service deployment model, the role of Salesforce.com as the master data aggregator and integration point, buying habits of marketing departments and cooperative efforts among vendors have created a situation in which IT plays almost no role in supporting the use of marketing technologies.

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