“In an increasingly digital world the trust that brands establish with their customers will ultimately determine their success. Winning brands will be those that are trusted with the customer’s data and only brands with this trust will know what the customer wants, when they want it and, most importantly, why they want it” Imagine a "new world" scenario where any individual that trusts your business would provide you permission to profile absolutely every piece of data about them. In return your only obligation is to use that data permission responsibly and market only products and services to that individual they explicitly declare an interest in, or their specific data profile indicates they might be interested in. WARNING! Businesses that get it wrong by repeatedly marketing products inappropriately to customers will be returned to the "old world" very quickly.