Digital analytics exists to support the entire marketing team and that requires the team to be data-ready. Salman shares his approach to transforming the marketing teams into data enthusiasts starting with the establishment of an internal baseline through surveys. Survey results are essential for creating appropriate and effective training programs. He outlines his method of fostering a data-aware culture through informal training, formal workshops, and casual office hours. If you are not dedicated to internal marketing of initial success stories, this plan cannot succeed. Salman offers a few tips, tricks, and traps for turning data skeptics into data fanatics.