Every smart company knows that it’s not the data itself that’s important — it’s how you bring structure and meaning to those numbers.

With today’s seemingly endless bank of knowledge and tools, accessing and collecting data about a company’s visitors, leads, and customers is easier than ever. Yet many companies aren’t optimizing their marketing and sales based on that data. According to Adobe’s Digital Distress study, while 76 percent of marketers believe that data measurement is important, only 29 percent of them feel that they use the data effectively.

This is where performance-driven companies come into play. They excel at connecting actions to outcomes — ready to pivot at any moment, rather than operating with a rearview-mirror perspective.…