Brands have thousands of consumer data points available to them, but driving actionable insights from that data is a challenge. On top of that, factors like viewability concerns and shrinking budgets put even more pressure on marketers to make sure this data can be utilized to its maximum potential. Nathalie Choy, national manager of digital, social and CRM marketing at Kia Motors America, spoke with eMarketer’s Caroline Cakebread about how she evaluates the automaker’s customer data and uses it to create a more engaging and personalized experience. Choy was interviewed as part of eMarketer’s May report, "Understanding Customer Engagement: How to Map and Make Sense of the Metrics that Matter."