This document discusses how innovation is important for effective marketing in today's engagement economy. It argues that marketers need the right data management processes and platforms to create humanized engagement models that transform businesses into insights-driven ones. Innovation helps improve marketing programs and close measurement gaps by coordinating communication across channels, measuring performance based on customers rather than channels, and letting insights lead decision-making. The document provides examples of how testing different messaging, incentives and channels can impact outcomes and drive higher response rates. It emphasizes that effective data frameworks and defined metrics are needed to address measurement and insights gaps.