This first appeared in AdNews in print. Click here to subscribe. Marketing is in a state of flux, its role within business is changing, and it has finally emerged from the support function shadows. More businesses have realised the value add it brings, but the much-changed landscape will continue to morph apace in the year ahead, writes Williams Lea Tag. Everyone talks about the importance of data, its collection and application. The marketing function owns the tools that provide the insights.