Marketing is about to become even more exciting. Digital technologies have enabled marketers to be more data-driven and fact-based in decision making. More importantly, marketing leaders can now report accurately and factually on their contribution to corporate business performance to justify increases in investments in marketing.

In this white paper we discuss the opportunities and challenges associated with customer experience management and highlight three key areas of future focus for successful European marketing leaders: customer consent management in marketing in the light of GDPR; the future of AI-driven customer engagement in marketing; and customer journey management as the new mantra and operating model for marketing operations management.