Most marketing pros know that mass marketing is dead, and that mass personalization through artificial intelligence killed it. Yet few marketers have prepared their organizations to deliver personalized customer experiences at scale in the era of AI. In a recent survey of 1,100 adults (from Gen Z to Baby Boomers), 57% said they'd gladly share their personal data with brands in exchange for custom-tailored experiences. Surprisingly, only 15% of those respondents had any faith that brands would actually deliver personalized experiences to them. The biggest problem for most marketers is that they lack a customer data strategy.

News UK's data assets include newspaper sales, digital news readership, subscription data, web-traffic information and data from brand extensions, such as Sun Bingo, Handpicked, and The Sunday Times Wine Club. The company has more than 200 different sources of customer information and 50 million pieces of transactional data captured every day. Chief technology officer Christina Scott says the firm is using both Amazon Redshift and Google's BigQuery cloud services as the key platforms for its data management. "Sometimes it's a case of'We've got this data, so what?' You need to prove the value of the data then build the technology, but so many firms do it the other way around, build the tech then try to prove the value," she told Computing magazine.