Recently, I was chatting with a brand marketer about data she might use to execute lifecycle marketing programs. Some of the data points were basic, like date of last purchase and date of last engagement. But there were other ones, including product last purchased and category of last purchase which, without the right context, could really throw a monkey wrench in her targeting, segmentation, and content strategy approaches. Why? Because data, especially when monitored during a confined timeframe and without context, often doesn't provide enough information to tell the full story marketers need to achieve their objectives.