As with Billy Beane and his staff, marketers are now using data more than ever. In fact, there is more data available than we can usefully process. The mantra now has shifted from the amount of data collected to how to put it into action.

Getting reliable, valuable lead scores in place take time. If you're trying to decide whether lead scoring should be a part of your lead management strategy, first consider the following signs that indicate you might want to hold off a bit.

IAB EVP and COO Patrick Dolan, along with Winterberry Group analyst Jonathan Margulies, discuss the two groups' new white paper on how ad targeting data is being implemented today across online marketing programs. "If the industry is going to live up to the promise of data as a central corporate asset, it's going to need to put senior-level resources behind its assembly, integration and use," says Margulies.

The way to think about user behavior and customer economics optimization is very similar in mobile and social. Social developers have honed this complex system to a science, with the ARM funnel as the underlying analytics framework.