Growth Potential through Consumer Insights Ensuring connections between the "art" and the "science" of our marketing is more important than ever - especially given all the data and technology solutions available to marketers to help drive business outcomes. Marketing used to be more about mass creative solutions and efficient management of resources. However, today we must operate closer to real time to ensure scalability and relevance derived from deep consumer insights. Relevance has become a cost of entry to marketing effectively. With the availability of data, we must make it a priority to both manage and leverage it more effectively through Digital Management Platforms (DMPs) and Demand Side Platforms (DSPs), as examples. This will require new muscles for some marketers, but it leads to exciting growth potential for years to come. It also creates a bridge to essential partnerships with the CIO community. "Today we must operate closer to real time to ensure scalability and relevance derived from deep consumer insights" Importance of a team that understands modern marketing

I would say they need to understand that everything in marketing should begin and end with the consumer. Marketing is about making a relevant connection and building Brand trust over time. The three most important areas to develop a marketing program include:

1. Understand consumer needs at the lowest level possible 2. Leverage all forms of information to create the best possible solution      3. Surprise and delight your consumers with your relevance in their channel of choice.