Technology advancements are making it easier for people to constantly, effortlessly and sometimes unknowingly generate massive amounts of data every second. Lurking in the sprawling data pipelines of global corporations are complex tangles of information that have the potential to become your company’s most profitable resource. The opportunity has never been greater for savvy marketers and data analysts to team up and untangle the “data hairball,” gain insights into behavior, anticipate trends and make their customers’ experiences more relevant and timely. By working together on a more strategic level, they will have the competitive advantage they need to innovate, increase revenue and improve the bottom-line. The approach is called a data-driven strategy, which I outline in my new book.