First, you may already be using data from customer relationship management (CRM)
tools and market research to inform campaigns. But a wider array of data signals is
available, from analytics on your brand's website (that could tell you your most
popular products, for instance), to audience data (that could give a glimpse of
age, gender, or interests), to contextual insights about which device, location, or
media type delivered the most success for a campaign. The trick is to know all the
sources of data available, and figure out which can fuel smarter creative.