“Data” is a commodity. It is everywhere, and anyone with access to a computer that’s connected to the Internet can acquire all sorts of data. However, what marketers need to make decisions is “knowledge.” Webster defines data as: “factual information (such as measurements or statistics) used as a basis for reasoning, discussion, or calculation.” Webster defines knowledge as “the fact or condition of knowing something with familiarity gained through experience or association; OR acquaintance…