Marketing has changed a great deal since the advent of the Internet and it now involves much more than just using creativity to develop unique campaigns. The true difference is the availability of data. Marketers no longer conduct a campaign and finish with only a vague sense of the results. Today data is everywhere and every sale can be traced back directly to the marketing effort that caused it. The data-driven approach uses this data to inform new campaigns and it is becoming a vital component of modern marketing campaigns. Modern marketing relies on data To put it simply, successful marketing campaigns must utilize data in order to achieve maximum success. Data allows marketers to target precise audiences and provide real-time results which can be quickly adjusted for maximum efficiency. Data can inform marketing campaigns in both the early and ongoing stages and it truly serves as the backbone of…