What's truly valuable in today's marketing world? The data. More, more, more! The more data we capture, the more we can understand...and better yet, predict....the behaviors of our target users. If we can understand our users' tastes & preferences we can begin to shape their user experience into a journey that we set out for them to take. Where do we start? What do our list counts, soft bounces, hard bounces and more numbers mean, let alone list count discrepancies that are often encountered when systems integrate. This session will get to the heart of data and you'll leave feeling confident that you can decipher data, start to assess patterns and more.