The consumer market is becoming increasingly more demanding: your customers’ wants and needs can change in a heartbeat, and they expect you to anticipate them. This makes it difficult for your traditional marketing strategies to be impactful. Meanwhile, your competition adapts by switching to a data-based approach to better understand and connect with customers. All of this challenges a CMO to adjust their strategy. But how do you go about it? The answer lies in hyper-personalised marketing.