All too often, companies rush to implement the latest solution in the name of digital transformation only to end up with technical debt. The consequences of implementing the wrong technologies become painfully evident in a disrupted marketplace like the one we’re facing today.
Although digital has been a significant part of shopper marketing for a few years now, connecting with customers digitally on an individual, one-to-one level has been a challenge for the industry. Why? Because most of the data comes in the form of "audiences" and "segments," not individual journeys.