Marketing has undergone transformation over years. Marketers can now measure every aspect of what customers do with a variety of metrics. Engaging with my audience to convert to sales is the key to marketing. While promoting products and services, marketers should be aware of how their brand is perceived by the audience which indicates how to communicate with them. Knowing how demographics react to different promotional strategies will help marketers formulate targeted marketing campaigns. Marketers should use social media to check what people are saying about a particular campaign and thus capture the customer sentiment. Thus the best marketing campaigns are those that are edgy and experimental. Read more about this article by Gabrielle Morse (Global Events Director) at: https://channels.theinnovationenterprise.com/articles/the-4-golden-rules-for-collecting-marketing-data