This document discusses how businesses can leverage data to better understand customers and transform marketing. It notes that marketing is an operational process that should appeal to emotions over logic. The document outlines that customers want to avoid pain, seek pleasure and boost their ego. It recommends businesses understand customer intent, storyboard the customer relationship, and test marketing campaigns. The document also advises catering to millennial preferences for experiences over possessions, access over assets, convenience and good service. Finally, it predicts that big data, AI, virtual reality and the merging of digital and physical worlds will shape future consumer experiences.