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Effective collection and use of data has become central to Nokia’s ability to understand and improve users’ experiences with their phones and other location products. “Nokia differentiates itself based on the data we have,” stated Amy O’Connor, Senior Director of Analytics at Nokia. The company leverages data processing and complex analyses in order to build maps with predictive traffic and layered elevation models, to source information about points of interest around the world, to understand the quality of phones, and more.