b'MAJOR TAKEAWAYSIts been ten years since we heard the term one-to-one marketing used, says Grimes to kick off the discussion. Now were hearing it again. Whats different today? Is there something new in the data?Panelists all agree that the amount of data available on customers has grown to the point where one-to-one marketingcompany to individual consumerin contract to one-to-all, is now possible. And the pandemic has accelerated the growth of that data due to the consumer shift to online ordering.Data is the new oil, Zimmerman says, and properly turning it into insight, thats where the money is. As consumers use more digital devices, theres so much power in being able to tap into that data.The first steps in capitalizing on the wealth of data available are capturing it, aggregating it, and integrating it into communications that target and engage your audiences, whether theyre customers, guests or employees.'