Every business has data. Data itself is worthless.
Those days when marketing information companies offered you lists of potential customers seem medieval.
The current challenge is to understand the data you hold and how it could help your targeting, segmentation, messaging, creative output, product or service design and a multitude of other key performance areas.
The new breeds of data analysts and engineers see this as a game. Taking your questions, writing code and waiting for the results. Creatives and data talent working together to combine the right and left brain, no one would have predicted that at the start of the last decade.
You need to figure out a way to drive insight from enormous fields of data in order to come up with things that resolve the pain points of the consumer, and only then will they become loyal fans