Pathways between all participants must be reliable and secure, and IBM must have visibility to all events as they occur, in addition to being able to collect all data as it is produced.

所有参与者之间的通路必须可靠和安全，而且IBM必须能看到出现的所有事件，还必须能够收集产生的所有数据。

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TIBCO, did was to consolidate those databases into one stream, so that the trader could collect all the data he wanted instantaneously.

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Having said that, there is also no need to go overboard and over invest in trying to collect all the data possible (Big Data).

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Brands are also discovering how to better leverage analytics tools in order to collect and analyze data across all integrated media channels in order to make better marketing decisions.

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