The data available to marketers -- literally at their fingertips by way of a few mouse clicks -- has exploded over the last decade. Yet, while there is more data -- and it is more accessible -- than it has ever been, the way we think about and use data has hardly evolved at all. With the recent advances in cloud computing and processing power, the industry is abuzz with talk of machine learning and artificial intelligence. How, then, will we get from the world of Microsoft Excel (or Tableau) to a world where "the machines" are automatically and dynamically optimizing all aspects of our marketing?