Today the focus is on the Customer Obsession Conference. The Customer Obsession Conference, part of IRX 2017, is for retailers who want to explore new digital approaches to putting the customer at the centre of the shopping experience. Organisers of the conference, run in association with Monetate [IRDX VMOT], aim to identify and share effective ways to use content, social, search and other digital marketing tools to deliver satisfaction and results across channels. They're looking at data, journey mapping and personalisations as tools for campaigns to drive behavioural change. The conference opens with a keynote address looking at the new role of the CMO as technology and integrated IT systems become ever more important, and how the boardroom as a whole will change to adapt around new digital priorities.