Digital technologies are generating large volumes of information (data) about customers and markets. The key is determining how to organise and analyse this data to generate useful insights about customers for marketing decisions. The focus of this subject is on data analysis and reasoning to better understand the culture of insight-driven businesses. Students will examine different sources of information and the processes needed to ensure the generation of quality output. Activities around data visualization, and the role of social media platforms which support this, will prepare students for their future business careers.