More brands than ever before have access to data and technology but they often target the same customers again and again. A survey by Econsultancy last year found that a major problem faced by marketers is the ability to use data to map the customer journey.
Another challenge is gaining visibility into the customer journey across multiple digital devices and channels. Marketers now have to use a variety of tools and strategies to get a single customer view.
So how can marketers use data to better understand the customer journey? In part two of our coverage of WPP's Xaxis CES event in Las Vegas, The Drum interviewed senior representatives from Geometry, GroupM, Videology, and Triad Retail Media to find out.
Watch the video above to see what they had to say and find out which technologies they think will transform the customer experience in part one here.