Organizations want to invest wisely. This isn't only the case when it comes to acquiring new equipment or hiring new people, but transcends through all parts of the organization. The more savvy businesses are tapping into the wealth of existing data to predict the impact of their investments.

This strategy also applies to marketing investments. Not only does data-driven marketing help organizations pick the strategy or campaign that has the most likelihood to work, but it can help marketing departments secure funding for their endeavors by showing the ROI of an upcoming campaign.

Paige O'Neill, CMO at iJento, notes that until a few years ago it was widely believed that one couldn't prove the ROI of marketing. But there has since been a 180-degree shift and marketers have recognized that this isn't only possible but a necessity for their firms.