Times were much simpler just a few short years ago, at least for the majority of us in the business world. It seems that gone are the days of running business purely on instinct and experience. Thanks to the tech-boom we have ushered in an era of perfectly manicured campaigns, spreadsheets, and painstaking calculations of ROI. The principle of collecting data to make informed decisions is nothing new, however, it has been recently propelled into the mainstream and become an absolute necessity to remain relevant.