Data means nothing on its own. It takes people to discover meaning from the data your business creates.
Data is important for your business in order to provide solutions and measure the results and effectiveness of your marketing.
Analyzing customer data sheds light on how your audience interacts with your business. When you combine that with your internal sales data, you can make correlations to develop a strategy that measures audience engagement. This data can be anything from website traffic to gaps in social media outreach to even word usage in yelp reviews about your product or service.