Creating a data-driven, intelligent engagement strategy is done best by those who have data as their North Star. Industries like CPG and Restaurants know too well how data can enhance and transform the brand and consumer relationship. Acxiom VP Joyce Turner joins the podcast to share her knowledge in this space – pointing out trends, a huge opportunity to merge people data with category spend data, and lastly, shifts in the ecosystem. Understanding retail behavior is going beyond the store, and people-based transaction data is the face of the future.