I'll be honest I like Data and more to the point I think Data can be used as fuel for creative and meaningful campaigns. 

Is Data glamorous? not in the slightest, but can good data drive campaigns? Yes, it allows you to create dynamic campaigns that respond to your audience and engage them with content and information that is relevant. 

If you ignore your data then it will be nothing more than numbers, but looking a little deeper it could be just what your marketing strategy needs