To build powerful relationships with consumers, marketers must have a strategy based on consumers' motivations and needs, across channels and devices. The challenge is harnessing the massive volume of data that consumers create throughout their entire journey and activating it to anticipate and steer behavior with relevant experiences. The cookie is limited and we are realizing the evolution of techniques that deliver on the task of personalization. So, what is changing?
Cannes 2017: Beyond the Cookie
