The ability to make sense of the data and turn it into actionable insight requires back-end analysis and evaluation, as well as creating a data-and-analytics-centric culture within an organization. Gartner predicts that by 2022, 90% of corporate strategies will explicitly mention information as a critical enterprise asset, but only 20% of analytics insights will deliver business outcomes. Data should be at the center of any solid business decision, and leaders must emphasize the use of analytics with their teams to drive performance improvements. Storytelling is key to driving the adoption of analytics by making data relatable in real-world applications. The marketing technology stack can provide actionable insights, but many marketers struggle to effectively use the data from these tools due to a lack of integration and design around customer needs. Organizations must prioritize analytics and focus on data outcomes when designing their systems to benefit the business.