INTERVIEW: The Rising Importance of First Party Data, with Shelley Bransten, Corporate Vice President, Global Retail & Consumer Goods Industries at Microsoft

For brands to tell stories and connect with consumers personally and at scale, the right first party data is increasingly becoming the essential fuel. Shelley Bransten took the learnings  at top retailers like Smith & Hawken, Williams Sonoma, and 15 years leading customer marketing at the Gap, and is now applying them for the entire industry through her role as the Corporate Vice President, Global Retail & Consumer Goods Industries at this scrappy little startup called Microsoft. Essentially, these days everyone needs to fail and learn fast in order to take advantage of the fast-changing opportunities to connect with consumers and earn their loyalty. Sherry joined Rob and Peter to discuss how she and the teams at Microsoft are focusing not only on helping brands amass and manage data, but on the even more vital task of driving valuable action out of it.