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
“The advantage data gives businesses is not driven by how much they can collect, but rather how effectively it can drive insight, and greater revenues. The challenge for marketers is to manage the sheer amount of information available, and to translate that data into meaningful insight for their business.”