The amount of data and metrics now available to marketers and organizations is overwhelming. And the AI and automation related to collecting and using that data to affect the customer experience is enough to make someone's head spin. In this session with Adara Bowen, director of brand experience for the American Marketing Association, we'll take a big breath, step back, consider the goals, challenge ourselves to ask the right questions and then proceed forward. Join us to get a big-picture view of the data landscape and the factors at play like privacy laws and technology, determine what metrics to track based on different goals, and consider different ways to collect and use data to improve the customer experience.

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