Is the onslaught of technology and data developments/changes helping or hindering marketers in creating superior customer experiences and measuring their effectiveness?

Marketers are more overwhelmed with data than ever, but how much of it is effectively leveraged for real customer engagement and brand growth? The drive for more hyper-personalisation is relentless and becoming more difficult with the looming changes to cookie-based targeting, but are we becoming too tactical and losing sight of the importance of creating big, engaging brand platforms to support more personalise experiences? Can the dramatic improvements in machine learning/AI be used to better measure holistic marketing effectiveness in real-time and realise the opportunity that ‘agile’ marketing represents?