We operate in a world where members and customers expect customized experiences, tailored to each individual's interests, goals and needs. Meeting these needs can seem like an impossible task, especially when you are going with your gut or basing your decisions upon the loudest voices. In today's environment, data-driven decision-making is more important than ever. However, in order to make data-driven decisions you need data, and the right kinds of data. Listen as President of Minding Your Business, John Folks, explains.