Today's world is data-driven. We want to quantify our successes, measure the impact of our failures, and chart key performance indicators (KPIs) or objectives and key results (OKRs) that will help us determine what our goals should be moving forward. We're constantly gathering data with the hope it will lead to more informed decisions or - in marketing specifically - more personalized, targeted campaigns. Essentially, we view data as the answer to our most burning questions.