Two items of full disclosure to start: First, I've been in marketing for over 20 years and have owned an agency since the late 90's. I am THE target audience for this book. Second, we have beta tested Roger's Enfusen platform (which is awesome) and are already big proponents of data-driven marketing. So, there was no need to convince me how important it is. That said -- WOW! This book hits the perfect sweet spot that makes it the ideal tool for agency owners to get everyone in the organization on the same page while also prompting deeper thinking for the most savvy marketers."