Data, while never the complete answer, informs every aspect of our work from strategy and creative to media. We use multi-variant testing and 360 analytics to continuously improve, optimize and refine advertising, content and design performance. Unlike traditional analytics that follow a one-dimensional approach of assessing success based primarily on traffic volumes, we apply a 360 approach, built around Key Performance Indicators that incorporates retention, adoption, virality, conversion and many more factors. We use all major data analytics suites including SiteCatayst, Webtrends and Google Analytics, and develop metadata for analytics tagging that reflects KPIs. Most important, whether it is search performance data, broadcast media performance or behavioral metrics, we use our experience to interpret the data into actionable insights and optimization strategies.