With the rise of the Internet and social media, never has there been more opportunities for marketing departments and agencies to reach customers. Yet, this multiplication of media combined with the explosion of data has created as much opportunity as confusion. Marketing executives and managers have seen their jobs be less driven by instinct and more by data. A reactive marketer must now be a data analyst who is able to make data based decisions in a matter of days. At the same time, marketing reporting and marketing campaign analysis are becoming an ever larger part of the marketer’s job. Gone are the days when a marketing campaign could be implemented and results could be analyzed in months. In the 21st century, reactivity is king.