So far, the group has logged almost two million data points through a public online program called Nature's Notebook and hopes to add an additional million observations this year.

WSJ: A Science of Signs of Spring

The Systems Operations team processes the millions of data points that pass through gap intelligence and are the content of our weekly reports.

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You have to drill down through 20, 000 or 50, 000 data points to find the valuable data.

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In this case, technology needs to be partnered with sophisticated behavioral targeting through mathematical models that enable you to predict the most compelling content and offers based on known insights and data points about each visitor.

FORBES: Why Digital Marketers Need to Get More Personal