Digital Gold: Why Data Is the Most Valuable Resource in Modern Marketing

A company’s strategy, marketing, communication, and the majority of its decisions are all data-driven. High-quality, authentic, and secure data form the foundation of everything. While information has never been more accessible than it is now, the biggest challenge lies in obtaining accurate data, keeping it secure, and using it effectively. Discover more about the importance, value, authenticity, and security of data— and hear about a special event in the marketing and communication world!

The Importance of Data in Today’s Digital World

In an age where every step is automated and digitized, data has become our most critical resource. “Digital gold” provides the opportunity to stay one step ahead of the competition. An enormous amount of data is generated every day, and by 2028, data production is projected to increase by a factor of 2.6 compared to 2024 (Source:).

Data is collected, analyzed, stored, and harnessed to drive continuous progress. In marketing, it underpins an understanding of consumer needs, habits, and behaviors—empowering data-driven decision-making and enabling the creation of personalized content, a key 2025 marketing trends.

“Data reliability is becoming increasingly important, as only high-quality data can serve as a basis for precise and well-founded decisions. Our mission is to continuously refine our research processes, introducing new methodologies and procedures that ensure data accuracy and reliability. We carefully manage every stage of our research to guarantee that our clients can always make informed and strategically sound decisions based on trustworthy, representative, and objective data that reflects true market and societal trends,” notes Linda Ezera, Managing Director of Norstat Latvia.

Is There Anything More Valuable Than Data?

In the context of data and the digital environment, authentic data holds the greatest value today. It’s the most precious resource, without which we couldn’t function in the digital realm. Crucially, data is a renewable resource whose value only increases, as it can be repeatedly analyzed and applied in new ways. With each passing day, artificial intelligence can accomplish more and more. While there were initial concerns that it might replace human resources, we now know that’s not exactly the case. The system needs data to operate; however, only humans can assess the source of that data, its accuracy, and its relevance.

co-founder and journalist at the investigative journalism center Re:Baltica Inga Spriņģe notes: “Artificial intelligence can compile and analyze information, but it can’t obtain new, original information. That’s where the human factor remains crucial: persuading—or sometimes even coaxing—someone into offering their opinion or insight on current events.”

Data Security – How to Protect It

As data’s value grows, so does the risk of data breaches. Data security is a top priority in both the private and public sectors. Cybercrime and data leaks pose significant threats to individuals, businesses, and society at large. However, data can be safeguarded by following a few core principles: encrypting information, restricting access, storing data in secure locations, regularly creating backups, and adhering to data protection laws (GDPR).

Where Marketing and Communication Experts Meet

Gain deeper insights into data, marketing, and communication trends on May 22 at the annual—and largest—marketing and communication event in the Baltics: Marketing Shake 2025! Event organizer Zanda Šķēle invites you to “Get inspired by both local and international experts, share ideas, and build new connections.” You’ll have the chance to hear: Jēkabs Dambergs, Google’s Digital Strategy Lead for the Baltics, on consumer behavior trends in 2025 David Duc from the Czech Republic, ShortPRO short-form video strategist and marketing consultant, on creating successful short videos French digital marketing expert Frederic Cavazza, on AI agents Oskars Rozenbergs, Head of Digital at Media House, on generational marketing …and many more powerful sessions!

In addition to the main lectures, three workshops led by industry experts will offer practical tips and recommendations. The workshop themes cover export potential, strategic communication, and artificial intelligence in marketing. During the festival, a panel discussion will feature Inga Spriņģe—co-founder and journalist at the investigative journalism center Re:Baltica, Guntis Bojārs- creative editor and journalist at LTV News, Diāna Silarāja- chair of the Pļavnieki Neighborhood Association, and Ivars Svilāns- head of data services development at LETA, addressing the challenges in today’s marketing and communication environment.

Visit Marketing Shake to discover straightforward solutions, an intense experience, dynamic exchanges, compelling stories, thought-provoking insights, and creative entertainment. For the first time, enjoy an exclusive Cannes Lions Best Ads showcase at the festival afterparty—a 1.5-hour display of cutting-edge work from around the globe. Learn more about the event and purchase tickets at www.marketingshake.lv

Festival Friends: Zuzeum Art Center, Cannes Lions, and Izdevniecība Santa.
See you at the Zuzeum Art Centre on 22 May!