In today’s technologically-driven world, data is king. Data collection reigns over decision-making in most industries, but provides particularly exciting opportunities for organizations (such as nonprofits, companies, associations, etc.) to gain deeper insight into their stakeholder base and leverage this knowledge. Untapped data serves no purpose, but exploring data through list segmentation and analysis provides actionable insights into the behavior and properties of stakeholders. In turn, this understanding leads to smarter advocacy, increased engagement and overall greater impact.