The marketing buzz about mobile-first is driven by the change mobile devices created with consumers, disrupting the rules of engagement. Marketers are challenged with testing new tactics & finding new ways to engage consumers. Large data sets become more humanised & less creepy as consumers learn that opting in & sharing information in an exchange of value can help to navigate the physical world & make their lives easier. The promise of personalised marketing is fundamental to a successful retail experience, and is becoming the aspirational new tactic for measurement. The ability to leverage proprietary first-party data sets, & merge them with behaviour signals from online and mobile devices, create a true 360-degree view of consumers & the purchase funnel.