Selling great products and services isn’t enough anymore. Today’s brands must connect with socially conscious audiences, demonstrate responsible operations, and be committed to purpose-driven missions that change the world for the better.

Data and analytics have completely changed marketers’ priorities and transformed how we use the fundamentals of marketing to own the customer experience by engaging customers with personalized messages based on improved targeting and segmentation, and quickly reacting to changing customer sentiment, resulting in more effective content and campaigns.

No one thing has more potential to impact our marketing efforts and marketing ROI, for better or for worse. Data – and more specifically, deriving intelligence from data – can create true competitive advantage for businesses.

If your marketing isn’t data-driven, you could be missing out BIG time. For more information on the benefits of data analytics in relation to your bottom line check out Summary of Data-First Marketing: How to Compete and Win in the Age of Analytics.