When data first took hold of the marketing world, CMO’s and CEO’s collectively obsessed about dashboards and statistics — treating KPI’s like collectibles. The numbers made us feel smart. Big data overwhelmed us and it underwhelmed us. It’s cumbersome and mostly, uninspiring. Data needs to get its sexy back. In this Academy session, Holland Martini and Maria Vorovich of GoodQues explores the reinvention of data from stodgy to fun. We believe data mining is an adventure and we will make our case using Arthur Conan Doyle’s Sherlock Holmes as the creative wrapper to tell our story and teach the academy.