As marketers, we've got access to a wealth of data like never before - and it's probably not a stretch to say your company is chomping at the bit to get the most value out of that data. Table stakes metrics like open and clickthrough rates, conversions, subscriber growth, and opt-outs are valuable in measuring the performance of marketing programs, of course. But businesses are increasingly looking to take a more granular approach to analyze how their marketing is driving their business, especially with the help of data science, which can uncover key business insights never before possible.