During the last 5 years we have been experiencing far-reaching changes in the advertising world in general and in the digital sector in particular. The boundaries between digital and reality are almost completely blurred. Our communications are split across loads of channels, and naturally with organizations and brands from which we purchase products and services.

These changes require change in the way an organization works; Translate traditional internal organizational practices into innovative practices that connect departments (such as strengthening collaboration between sales, marketing and service).

Instead of a analyzing results by campaign, we should think of these as parts of a draining puzzle picturing our consumer. What campaigns have affected him? Have we been able to meet his need? If so, which channel is the most beneficial for them? In a world of ever-growing data, the challenge is connecting all of the organization's interfaces with the consumer to an overall, broad and rich customer image that will give us real insights into the customer's needs and interests, enabling us to make marketing much more responsive, relevant and coherent.