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There’s plenty of data out there — find the data you already have, and don’t try to reinvent the wheel, says Cary Sylvester, vice president of technology innovation and communications for Keller Williams Realty International. Use Google Analytics to set goals for yourself and optimize your website, setting intelligence alerts to receive automatic notifications of developments you should know about, good or bad. Find out who’s talking about you on social and where, and how those people are coming to your site and whether they are converting. The whole goal of big data is to make great decisions, Sylvester says.