And IBM used data as the driver of its branding campaign. 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. But the ability to track and measure the success of everything from online ads to how many people open your email campaign is sparking a sparking a revolution in the marketing industry. Nielsen ratings became a household name by sampling household television viewing. Share email. Facebook. by Jesse Noyes | Tweet this. You’re not crazy. Reddit.