This superb article posted in Think with Google and penned by the CEO of a leading digital marketing firm explains with great eloquence just how important it has become to be in a position to be agile when it comes to crafting and executing marketing campaigns.

It has become especially so amidst the unforeseen disruption that we've all encountered.

By understanding consumers through unified data sources, companies have been able to capture revenue streams that would have otherwise been missed entirely.

Closing the gap between data, insights and action has become a skill that is crucial following the acceleration of digital and the shifts in consumer behaviour. The combined impact of excellent data and intelligence with a propensity towards taking swift action is empowering marketers to deliver value at unprecedented speed and scale.

This is the future and it's already here!