The WEF surveys 90 different factors, including hard data such as gross domestic product and softer factors like perceived level of bribery and ethical behavior.

FORBES: Iceland J��, Venezuela No

The company maintains detailed customer-level data, which it uses to tailor its marketing communications and make customized product recommendations.

FORBES: Sifting Through the Ashes: The Kindle Fire and Customer Centricity

While marketing teams and agencies most often uncover the data itself, insights are used in product development, customer experience, sales, and C-level discussions.

FORBES: Three Of Four CMOs Say Social Media Impacts Sales