Kim Saxton is a Clinical Associate Professor of Marketing at the IU Kelley School of Business. She believes marketers should make data-driven decisions to improve their effectiveness. She came by her interest in data-driven decisions naturally, with a bachelor’s of science in Marketing from MIT, reinforced by an MBA and PhD in Marketing from IU. She has published broadly on new data analysis techniques, effective advertising and the impact of different kinds of promotions. At the same time, she believes data should be practical. Good marketers find a way to blend both art and science to be successful. She continues to hone her skills as a successful marketer by working with local startups to help launch and expand their businesses. In her spare time, she uses her approach to practical data to train for endurance athletic events including Ironman triathlon.