This document discusses how to improve marketing campaign success through understanding your audience using data. It provides examples of how one company uncovered key consumer groups ("personas") for a beauty brand: "Greenies" concerned with environment; "Addicts" loyal to the brand; "Anxious Moms" concerned with child safety; and "Vanity Fairs" discussing beauty products. The document also discusses another company that used data to better target messaging to different Formula 1 fan groups, seeing increased engagement. Overall it promotes using consumer data to design more relevant campaigns that target the right messages to the right audiences.