One area that is receiving an inordinate amount of attention and resourcing is that which drives marketing and online commerce. Understanding and serving customers is being facilitated by thousands of new tools and technologies. Marketing leaders in enterprises of all sorts are facing a perfect storm of unprecedented complexity, rapid shifts in customer behaviors, and enormous amounts of funding being poured into technology startups serving customer experience and commerce needs. One veteran of the industry recently said “when there is confusion, lots of money can be made. Once people figure things out, there’s no more opportunity”. This cynical observation contains the subtext that when the marketplace is uneven and opaque, customers end up paying more for solutions than the fundamental value may justify. As the industry matures, competition increases and value differentiators become clear and there is no longer an artificial premium caused by uneven industry maturity. This session will seek to clarify the issues tools and technologies to assist organizations as they make strategic decisions.