Modern marketing is equal parts art and science.
Marketing teams create beautiful graphics and compelling copy lines after they know their customer and the audience of each platform used to deliver the message. Identifying the customer and appreciating the platform audience both require analytical data. Marketers use data to determine customer preferences and behavior. Companies with strong data-driven teams can pinpoint where a customer is in their purchase journey based on the behavior and profile of the individual customer, grouped with the data of hundreds or thousands of past customers and brand interactions.