Digital transformation is rapidly changing our lives and influencing how we interact with brands, as well as with each other. The digitization of everything, particularly the widespread use of mobile and sensor data, has significantly increased user expectations. This rapid adoption of newer technologies—mobile, digital goods, video, audio, IoT, and an app-driven culture—has resulted in new ways to engage customers with improved products and services. At the heart of this transformation is how organizations use data and insights from the data to drive competitive advantage. Gaining meaningful customer insights can help drive customer loyalty, improved customer experience, revenue and reduce cost.