That’s because Suaad, now chairman of ReachForce and co-founder of Workstreamer , was trying to apply measurable data to the black art of marketing. How do you take the creative writer and enable them to create relevant and findable?” Nielsen ratings became a household name by sampling household television viewing. Despite better tracking, people can still practice selective sampling, reporting data that makes them look good but not necessarily the data that enables the company to make wiser decisions and drive revenue performance. Facebook. You’re not crazy.