In the past, marketing was thought of only as the force behind the creation of the brand - offering a brand experience - delivering on the brand promise. And while effective branding will always be a key driver of success for the CMO, the role of the marketer today has evolved into so much more than that. As media and channels continue to proliferate with the upsurge in digital touchpoints, we have access to massive volumes of endless customer data - from more sources and in more forms than ever before. Using this deeper intelligence, we can build better-informed customer insights - driving decisions that lead to the accurate customization and meaningful personalization of our customer interactions. These capabilities have elevated marketing from a pure brand-building function to a true driver of customer centricity and business strategy.