This document discusses research and how it can inform brand strategy and marketing actions. It describes how a Vice President of a consumer goods company sees her role as selling soap through research. The document advocates using a wide range of data sources and digital analytics to understand customer behavior, brand engagement, and media impact in real-time. It proposes applying experimental design and other research techniques to digital marketing problems to help develop loyal customer segments and attribution strategies. Finally, it promotes an open-source community called ARO to bring together professionals from various analytics fields.