Marketers need to lead their enterprise in using more customer attributes to deliver exceptional customer experiences. Those that do will become the future winners of their industries while those that don't will likely wither and fade. To read part 1 of this series, click here.

To leap-frog the competition, marketers need to help move beyond today's world of batch and blast or basic personalization (messaging based on a few attributes) and become like Amazon, Google, Uber, Netflix, etc. This requires breaking through a wall of complexity and making personalization possible on hundreds - to - thousands of attributes.