Nestle Purina PetCare wanted to determine if their websites and online advertising increased offline sales. They developed 3 research questions: 1) Are buyers using our branded websites? 2) Should we invest in online advertising? 3) If so, where should we place the advertising? Purina analyzes hundreds of millions of data points from over 21.5 million consumers to inform marketing decisions. They collect both internal data like website usage and external secondary data to understand consumers, competitors and the market.