You wouldn't embark on a four-month, cross-country road trip without a few hundred gallons of fuel. So, why would you plan a whole marketing campaign and not power it with the best data and insights available? That's the message Spectrum Reach set out to deliver to their advertisers last year. But what started out as an ordinary digital campaign soon evolved into a large-scale mobile activation on wheels. To literally drive home this message, the "Driven By Data Tour" was born.