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In a world of abundant data and always-on consumers, the importance of data is evolving from being about targeting and modeling to being "in the moment" with the consumer. Today data value is not only about consumer purchase decision paths but also about their emotional states ... about allowing the marketer to be present with the consumer within their experience, shifting the emphasis from statistical analysis to storytelling. As real-time adaptive marketing becomes the norm, marketing success and effective marketing spending will increasingly rely on re-imagining the data in order to move the consumer effectively to action by meeting them within their mindset. We've learned that messages about fitness and health don't always spur action in those looking to lose weight and that marketing messages about the joys of house ownership don't always activate mortgage deals. Traditional marketing relies on a definition of "brand" that is static; but in an always-on dynamic world, marketing messages and content need to be fluid, interactive and inspired. Learn how emotional data fuels a different kind of marketing idea and why we need to progress from data dashboards and modeling to emotional relevance and meaning.