“2017 will be more about refinement than reinvention for most marketers.

More about consolidation, embedding and stratification than diversity and fragmentation.

Time to get better at ‘operationalising’ marketing in a digital age.

In 2017 your hardest decisions will be about what not to do. 

2017 will see more ‘customer journey mapping’, more defining of personas and further efforts at personalisation.

… there will be a lot of scrutiny from senior management around how marketing is being measured.”