What do data analysis and baking a cookie have in common? Well, aside from the fact that they both produce something valuable—one being insightful information and the other being a sweet treat—both also involve following a couple of steps before the final outcome. In the case of data analysis, there are three key tasks that need to be achieved before one can start analyzing data: data collection, data preparation, and data cleaning.

Gone are the days when marketers can simply claim that they have the leading product or service in the industry and then just hope for the best. These days, the effectiveness of marketing is maximized by focusing on the customer—planning around them, addressing their needs, and making them feel valued and heard. And incorporating data analytics in marketing is one way that businesses can discover insights into their preferences and trends to improve the customer experience.