In the past few years, it has become more and more important for marketers to drive business growth. As long as the economy is unstable, all leaders, not just marketing leaders, will need to defend their investments and use data to help them make decisions. With behavioural data insights and strong data governance, it is possible to improve personalization without spending a lot of money on marketing or breaking privacy laws. The companies that win their markets will be the ones that can respond quickly to changing business conditions and grow in a way that is efficient and based on their products.