36 Kellogg Insight Based on insights from Tom O ’ Too le and Eric Leininger Remaking Marketing Organizations for a Data-Driven World United Airlines developed a robust analytics program to avoid becoming obsolete. Your organization can do the same. WE HAVE BEEN HEARING FOR YEARS about how the increasing availabil - ity of data is changing how marketers engage with customers. But what does that look like in practice? Are customers seeing improved service, better options, and more responsive offers? And how are these changes hitting companies’ bottom lines?