You’d have to be asleep to avoid articles and advertisements focused on big data analytics and driving new insights around customer behavior. And next to all of these articles, you’d see a call for delivering a consistent and highly personalized experience for all users across all devices. Each discipline demands deep functional expertise and its own balance between art and science – knowing how to pull out actionable insights from an exploding pool of data sources or arriving at a level of personalization and engagement that delivers a compelling experience. And for some time, these initiatives have resided within separate marketing or IT teams. But here’s the challenge: the best companies are already bringing these two areas together and accelerating their competitive advantage. Moreover, with only 12% of marketers having the right tools in place to express a unified view of the customer, the gulf between the haves and have-nots is expanding daily.