The devil is in the details: As CG brands unlock stores of consumer data, they’re afforded golden opportunities to develop meaningful relationships with both their customers and consumers. Today’s leading brands are investing in analytics for more granularity around consumer insights while playing a balancing game of having more data than they know what to do with. This session will break down the ways brands are investing in their data capabilities in order to forge strong connections, the signals they’re using to seize opportunities, and the insights they’re prioritizing to ensure they don’t get lost in the weeds.