Claire Melamed introduces the first session. She notes that: 'Spending money, time or political capital on collecting more, better or more accurate data isn't a given'. We need to have a discussion about how to convince others of the importance of such activities.

Marcus from Saatchi notes that data has helped for better insights into audiences, both for private and public clients. This, in turn, allows better targeting and tailoring of messages.

Danny from Civicus notes that we all have to get involved in the data revolution lest it becomes an apolitical exercise.

And point from the local government of Buenos Aires that big data has actually been an opportunity for greater collaboration between departments that wouldn't otherwise be working together. It also forces discussions about IT infrastructure.

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