In today’s marketing environment, decisions can’t be based simply on emotion or gut feel. They need to be backed by data. Anil Kaul, Co-Founder and CEO at Absolutdata shares insights into how CMOs are transitioning their teams into data driven marketing organizations. Creating a connection between brand and customer has been a key marketing goal for eons. The marketing industry itself, though, is in the midst of profound and rapid changes. Consumers want to feel an emotional pull towards a brand, but what they expect along with that — and what inspires and nurtures its growth — is complicated. There’s little room for error, so many CMOs are turning to Big Data to accurately measure audience reach.