37 Kellogg Insight Create a Data- Friendly Culture Tip 1. Encourage Intellectual Curiosity throughout the Organization Questions about using data to improve business should be welcomed from all corners of an organization. O’Toole was recently discussing analytics with the senior leadership team of a financial-services company, when its general counsel wondered aloud how predictive analytics could be used to identify likely cases of a certain type of regula- tory-compliance problem. “People didn’t expect the head lawyer to be the one to ask how to use predictive analytics to address an issue,” O’Toole says, “but he did. And, predicting and avoiding the compliance problems that he had in mind would have real business value in avoiding the costs related to lawsuits, customer settle- ments, and terminations.” For more than six years as senior vice president and chief marketing officer for United Airlines and president of United MileagePlus, Tom O’Toole has had a fin - ger on the pulse of a radically changing marketing landscape. O’Toole, an executive director for the Program for Data Analytics at Kellogg and a clinical professor of marketing, sat down with Eric Leininger, a clinical pro - fessor of executive education at Kellogg, to discuss what marketing looks like in his industry today—and what it may look like tomorrow. This interview has been edited for length and clarity. ERIC LEININGER: We’ve seen market - ing shift to become more personalized, engaging customers in a different kind of relationship than in the past. What’s surprising to you about the way market - ing is changing? TOM O’TOOLE: It may not be fully appreci - ated how advanced data-driven targeted marketing has become. At United, for example, we are currently Based on insights from Tom O ’ Too le and Eric Leininger