Over the last few years, data and technology have revolutionized one-to-one marketing. With multi-channel, multi-devices, and all-around informational access, data is quickly becoming an asset to any brand. Businesses that leverage data are seeing exponential growth and Prodigal Company is helping brands to drive data-driven branding processes. Jeff Hedrich, founder dives into how they help businesses discover what is most important about their brand and how to effectively communicate it to their target audience through their innovative Brand MRI process.