For those of us navigating the brave new world of media, the data rushing into the market has been met with both exhilaration and, let's face it, a bit of dread. What datasets are most predictive and valuable? How can a company best manage all of its data and connect it seamlessly across platforms? What metrics are most useful and capable? The recent Cynopsis Data and Measurement Conference offered some insights into these questions, showcasing trends in media data from its impact, its measurement, its use by advertisers and its targeting applications. What follows are some key takeaways.