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Now Playing: 2-28-13 Marketplace Tech: A tool that tries to help small businesses use big data to their advantage -- just like major corporations

What online activity is worth the effort and actually leads to sales? Banner ads, Facebook likes, links to the time you were on public radio? Diamond Candle turned to a New York startup called SumAll, which has come up with a way to let clients see the stats on what online action caused what online reaction. SumAll's founder Dane Atkinson says big Internet companies have a mountain of data on this, but making sense of it is the trick. And, a Carnegie Mellon post-doc student and Japanese researchers have just come up with a way to get smooth video from a thrown, spinning football.