On 21 July 2023, STB Marketing College invited Gary Teo, Managing Director, Accenture Song to share insights on how data can be used to drive decision making, enhance customer experience and deliver impactful marketing campaigns. During the session, Gary talked about the business impact and foundational tenets of data-driven marketing. He also provided many travel and tourism references as well as a case study on how a tourism stakeholder used data to optimise their marketing campaigns.