Trust Your Gut and Validate with Data Posted on December 5, 2018 at 3:27 pm.Written by Stuart Feil Trust Your Gut and Validate with Data Tuesday, December 18, 2018, 1 PM ET | 10 AM PT Strong marketing decision-making can’t be based on emotion. Sure, that big sponsorship makes sense. But how do you prove it with data? That’s a challenge faced by Smithfield Foods and its brands like Eckrich and Nathan’s. In order to justify key marketing decisions, the company has turned to unified marketing measurement built on real-time data. The result: Greater transparency and more strategic outcomes.