In today’s world, brands are inundated with various pitches on how to market smarter. The term ‘data-driven’ is everywhere and marketing software often makes promises that rarely come true. The single most effective strategy that brands need to implement is leveraging their customer data (1^st party data). Due to the advances in how media is now purchased, placing data at the center of a marketing strategy has never been more powerful. Marketers who leverage their customer data are at a distinct advantage over those who don’t. Return on ad spend is multiplied exponentially by fully leveraging all relevant data sources to target real, identifiable people and not broad segments or audiences.