Using data in marketing is a tremendous competitive advantage for any organization, in every industry. Data is the fuel powering business processes, machines, sensors and customized user experiences. As a result, enterprises today are confronted with an unparalleled opportunity to put massive amounts of data, structured and unstructured, to work in optimizing their businesses. Companies can streamline business processes through consolidated applications, build efficiencies through real-time collaboration and decision-making, and improve their total customer experience through data-enabled interactions. To succeed as a Data Ready Enterprise, companies are faced with the imperative of building a data-driven marketing team that can put massive amounts of data to work.

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