Translate the following English passage into Chinese. Rathe rthan only asking how we can use data to better target customers, we need to ask how big data creates value for customers. That is, we need to shift from asking what big data can do for us, to what it can do for customers. Big data can help design information to augment products and services, and create entirely newones. Simple examples include recommendation engines that create value for customers by reducing their search and evaluation costs, as Amazon and Netflixdo; or augmenting commodity utilities with customized usage information, as Opower does. More intriguing examples include crowdsourced data that can givecustomers answers to important questions such as “what can I learn from other consumers?” or “how do I compare with other consumers?” Big data has helped marketers address fundamental questions whose answers have long been out of reach. But the true contribution of big data will reside increating new forms of value for customers. Only this will allow marketers to turn data into sustainable competitive advantage.