This is what happened when that kind store owner talked to a young mother about her family. We might think it's like getting to know someone, but this was really giving him a glimpse into his life. Not only would the young woman likely return to the store in the future, but the store owner would know there was a particular product she needed to take care of her family. Fast forward to 2015 and we now see this same scenario playing out, except in a very unique way. Instead of building individual relationships with just a handful of customers, technology has now given us the opportunity to build relationships with countless people. You can also build these relationships with people from all over the world. This is why data-driven marketing is so powerful; the reason why so many marketers find value in it. The key to maximizing your power is finding the right mix of tools and strategies that help a company fine-tune its