When the right data is collected and used effectively, the opportunities for marketers become endless. Data equips us with the power to make the Buyer's Journey a beautiful, seamless transaction.

But we need to remember ethics. We aren't entitled to get all the information we need. There are often legal barriers trying to prevent us going data crazy, so that there is some privacy left in our world.

Luckily "Europe has some of the strictest regulations in the world when it comes to an individual’s privacy and it all applies to advertising". But we still should be vigilant about our data collection methods.

The data we collect and use could be seen as the foundation of our marketing strategy. So build a good quality one that stands the test of time and weathers any speculation or inspection.