Cookie Monster had a different type of cookie in mind. In reality, the reverse of his quote is more true in today’s advertising and media markets. “That what wrong with media today. All they have is cookies, cookies, cookies. They never have questions!”
Demographic data and purchase history are not enough. Socrates understood the power of a question. You should too. Make sure you're leveraging the opportunities of querying your audience, and let them tell you their story.