Wal-Mart has acquired mobile agency Small Society in a bid to bolster its @WalmartLabs mobile-development team. It's unclear what that means for the retail giant's mobile strategy, but marketers should watch closely for further developments, writes Laurie Sullivan. "The company ... knows how to sort and sift through the bits and bytes to identify the most meaningful data -- something all online companies, from agencies to platform providers, will need to know how to do in 2012," she notes.

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