Why consumer data is the new oil

The Holy Grail of marketing in 2016 is arguably the well-worn “right consumer on the right device at the right moment” — and it’s certainly a valid aim.
But as the scope of data collected about consumers expands, the marketing stakes get higher. In other words, we are barreling toward a future in which right consumer/device/moment will no longer be adequate. Instead, savvy marketers will use consumer data to anticipate needs and give consumers what they want before they k