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YouGov benefits from real-time data

YouGov benefits from real-time data

It’s a good time to be in the data opinion and analysis business. YouGov (YOU) has continued to generate more revenue and cash profits, as it shifts away from a rigid focus on standard market research activities in favour of real-time data analytics. The group has taken a “big bet”, according to chief executive Stephan Shakespeare, on the willingness of clients to pay for detailed access to personal information such as live banking data. “It lets you do things that would be creepy, if it wasn't for the fact that actually the person selling it is wanting to do that,” he said. 

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