This free report, the final in the IPA's in-depth Know the Value of Media project, analyses how placing media at the heart of an organisation can drive step-changes in corporate behaviour and performance. Harnessed correctly through observation, interpretation and response, the authors use case studies to outline how the data can not only can be used as a tool for messaging and listening to consumers, but that it now allows many other functions including as a sales channel, a tool for market research, product design, dynamic pricing and demand forecasting. This creates the conditions for top-line growth, the long-term development of the organisation and can drive shareholder value.