who are marketing online. It starts from straightforward programmatic buying, but adds in a hefty dose of digital analytics to super-optimize the results, and does so across all the channels, paid for and non-paid for. Then DAVE takes over the steering and it moves into customer engagement. Finally, it becomes completely omni-channel, relating behaviour in-store with behaviour offline. To make this happen we need to work with 30 different technology partners; and create a marketing cloud in which to house the data. So finally, everything connects. As the E.M. Forster quote about only connecting continues: “Live in fragments no longer.” It does seem possible.