INTRODUCTION Today’s marketing leaders have a huge challenge ahead of them when it comes to striking a balance between customer data, personalization, and trust. But there’s also an opportunity: the brands who do this well have a chance to grow relationships and win customers for life. There’s never been a more exciting time to be a marketer.” Today’s marketers have more tools, technology, and data than ever before, with sophisticated strategies in place to build lasting customer relationships. But macroeconomic uncertainty has brought about roadblocks, with insufficient human resources, strained global supply chains, and budgetary constraints creating challenges for businesses and customers alike.

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