repositories of data help brands analyze the behaviour of an individual customer and target messaging to that person across multiple channels. But these days, we generate tons of relevant data that exist outside of corporate channels. My preferred supplier of red socks would be very interested indeed to learn that I’ve just liked a picture of green socks on my Facebook page. The solution is the single enterprise point of view which integrates company-owned data sets with consumer insight mined from platforms like Facebook, Tencent, Google, and their ilk (see here). MetLife noticed that when people searched for life insurance, a particular CNN Money article showed up at the top of their search results time and time again. So we secured sponsorship of that article page and new applications flooded in. Even with complex technologies at our fingertips, often the simplest solutions are still the most effective.