Data and new technologies offer brands the opportunity to gain useful insights not only in historical customer behaviours but future behaviours too.
But the complicated customer journey and the ability to connect and unify that data across disparate devices remains a challenge. So how can data and technologies be used to transform the customer experience?
The Drum interviewed senior representatives from media companies such as GroupM, Jivox and Videology at the WPP's Xaxis CES event in Las Vegas earlier this month to learn how advertisers can overcome these challenges.
Watch the video above to find out what lies in store for technology and the future of retail.