In today’s fast-paced digital landscape, data is no longer a luxury—it’s a necessity for any successful marketing strategy. Yet, many companies are falling short in leveraging data effectively. With only 20% of marketing spend being data-driven, businesses are missing out on a 50% potential boost in brand awareness. The challenge isn't just gathering data; it’s about turning raw numbers into actionable insights. 

In today's world, data is everything. A data analyst for Centogene once said, "Data is information, and information is power." When it comes to media relations, acquiring and disseminating data is a potent and influential tool. Data has been used to delineate fact from fiction, it changes consumer behavior and transforms public opinion and sentiment. Data is black and white, transparent and trusted across industries and job functions. Thus, it's an asset and integral part of a successful media relations strategy.