On and offline experiences are increasingly blended, and the metaverse is developing rapidly. The data this creates provides the real-world information marketers need to deliver products and services that are relevant and convenient. To maintain access to this data, we must engender trust, provide transparency, and deliver real value. Campaign optimisation and journey orchestration are no longer enough, we need to redefine the way data is used in advertising. Electric Guitar is creating a global experience enablement business. At its heart will be 360 degree consumer data, data intelligence, and data integration needed to create next generation consumer experiences.