corporate strategy level, it has become extremely pertinent yet tricky to get the marketing bit correct. Marketing research by Signal has informed us that only 10% of marketers do not believe in integrated suites yet the majority have not implemented them and still possess separate platforms for CRM, data analytics and demographics mapping. Also content to engage customers is proving to be a bone of contention. Thus prognostic modelling and programmatic promotion are gaining traction all based on specific data.