There was a time when data-driven marketing was a unique and uncommon approach to business growth. Only the most innovative marketers used data to guide marketing strategy and connect with buyers. Now, data-driven marketing strategies are the norm, not the exception . . . and for good reason. What marketer would choose to devise a strategy based on subjective theory when they have objective facts right at their fingertips? And as technology becomes more accessible, you can no longer afford to be the one company in your industry to neglect data.