Customer data is the lifeblood of any marketing organization looking to create more personalized, relevant cross-channel experiences for their customers. Brands are rapidly migrating to modern data platforms centered around their customers to create a consolidated view of customer activity.  The elephant in the room is that most marketing technology simply isn’t equipped to leverage that data effectively enough to meet the needs of large brands and their consumers. Big brands are rethinking how marketing platforms access and activate customer data in their messaging, and the results are astounding.