A good motto for modern marketing would be, "When in doubt, check the data." Perhaps an even better one would be, "When not in doubt, check the data to see if you should be." There's never been a time when we've had such an ability to compile, collate, analyze and understand marketing data. As businesses increase their abilities to collect data, to compare and correlate it from disparate sources, and to use analytical tools that are both more powerful and easier to use, marketers find themselves in a new and potentially disorienting position.