The world today is driven by data – huge amounts of it. In theory, these large volumes of data allow marketers to better plan their campaigns, gauge their performance and prove their contributions to their organization's revenue. But sadly, not all marketers have been able to make the best use of available data to efficiently report and improve on their efforts. Much of the performance measurement and reporting in businesses remains dependent on manual processes and disconnected tools, which fail to give marketers the big picture.