John Simonson, president of Webstream Dynamics and 5 Star Store Reviews, discusses how data has become an extremely important element in the process of managing a marketing program as he offers ideas on how retailers can use data to help build in-store traffic. Simonson talks about the vast amount of data collected by Google and how retailers can access that data through Google Adwords or free through various tools such as Google My Business and Insights. Also discussed are Google Trends that provide information on how people search and the words they use and pay-per-click advertising.