Digital marketing used to be the niche activity which was being performed by a few firms until very recently. Now the rise of the Chief Marketing Technology Officer (CMTO) is further proof that marketing research is not complete without data and business analytics. In fact, meaningful data is now the ultimate gold all firms are chasing. Majority of marketers today are now emerging from technology based backgrounds such as engineering or coding. Canadian firm Shopify exemplifies this new culture as they have tied up with Facebook and Pinterest for a new form of digital marketing where they have issued buttons which can be bought and during this process further data is generated.