b'MAJOR TAKEAWAYSPanelists also agree that data should be used to understand consumer preferences in order to start a conversation with them and engage them them before you can market to them. You have to think about how to send While POS systems are key source of informationthem the right message about consumers, the more consumers useat the right time, Magee digital platforms, the easier it becomes to capturesays. Its not rocket data. But data that comes from multiple sources has to be aggregated into a single source orscience, but it is rocket database, and then integrated into systems suchscience to get it done.as customer data platforms (CDP) or customer relationship management (CRM) that can use it.Data privacy should be a key consideration as you design and build systems that capture, aggregate and integrate data into your marketing and customer relationship programs. Regulations such as the EUs General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are already shaping the way companies handle data privacy issues and can serve as models.'