Many marketers and marketing agencies who are great on the creative side of things often do not leverage the power of data. Daniel Snow and The Snow Agency stand out in this way because not only do they shine in creative but they have worked hard to understand the numbers, in order to help brands achieve phenomenal results. Daniel also founded Rap TV, an online platform that centralizes all things rap, helps rappers get in front of a wider audience and allows fans to discover artists they love. In this episode, we hear Rap TV’s backstory, and then Daniel shares what it has been like building his agency. While he and his team were already running an agency informally and were adept at client acquisition, they did not enjoy everything outside of marketing and ultimately felt disconnected from their brands. Now, at The Snow Agency, they can combine their love of marketing and data with brands that produce great content and products. We then get into the data side of things, where Daniel explains why the key metrics they focus on are click-through rates, cost-per-click and CPM, and he shares some client success stories. The Snow Agency does not rest on its laurels and is not afraid to iterate and work things out as they go. We also hear how they train their media buyers, why running a business without knowing the data is impossible, and tips for business owners who feel intimidated by numbers. At its core, great marketing is the simple things executed excellently, and when combined with data-driven decision-making, brands will only flourish.