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Sentence 43

Before
This shift mirrors in several ways the debates currently taking place around big data. Although credited with having ushered in an evidence-based approach to understanding organizational policy and customer behavior, several companies are expressing the need for big data to factor in context and the human beings behind the numbers.This is because companies are cognizant that people—whether customers or their own employees—don’t exist or function in a vacuum. Their decisions are motivated by a complex set of ‘messy’ personal factors which although partly reducible to data points are not confined or equivalent to them.   

After
Buying decisions are often motivated by a complex set of ‘messy’ personal factors. These factors can be partially reduced to data points, but are not captured in their entirety in big data analytics. Although credited with ushering in an evidence-based approach to understanding organizational policy and customer behavior, several companies are expressing the need to factor in context and the human beings behind the numbers. This is because companies are cognizant that people—whether customers or their own employees—do not exist or function in a vacuum.

Notes:
There is no 'shift' or 'debate' referred to. (This shift mirrors in several ways the debates currently taking place around big data. )

Rephrased for clarity.


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