With the advent of mobile access to social media everyone has become a columnist, product reviewer, and influencer. Since every business is impacted by this change – collecting, aggregating, analyzing and acting upon data – is critical to marketing success. Data and analytics are central to the success of any business function or industry. With the transition to a digital business, algorithms are shifting the gears, and smart autonomous machines are becoming key drivers. At TiECON Southwest attendees will have an unprecedented opportunity to hear from leaders at the intersection of Marketing and Analytics Technology. You will come to know why customer centricity, customer heterogeneity, path to response, the long tail, are the terms being talked at dinner parties and how they impact you.