As data continues to democratize—as it grows in both volume and velocity it is the becoming the competitive advantage for marketing. Over 17MB every second for every person on Earth by 2020! But to make this relevant for marketing, we must invest in not only understanding the consumer but also respecting the consumer. That’s hard work, most data today is wasted, and consumers and governments are becoming more vocal about privacy concerns and protective policies around the world. However, with the right focus on tech, talent and trust, marketers can create outstanding customer experiences that drive real outcomes for all parties around the table.