The balance of power has shifted: Customers have more control than ever. We’ve reflected that change by flipping CRM to CMR which means brands have to work harder to have a place in customers' lives. And we mean real people’s lives. So first-person data is key to understanding! And if we understand them, we can stop marketing at them and start mattering to them. So, to be sure we are adding real, desirable value to peoples' lives, we need to get two things into balance: Precision & Empathy – to appeal to the head and the heart. With this balance, we can add value to people’s lives and in turn add value to our client’s business.