The document summarizes Kathryn Davidson's presentation on Ancestry's shift to a more customer-centric data and marketing approach. Some key points: 1) Ancestry previously had siloed data and marketing that was not focused on the customer journey. They have implemented a customer data platform to provide a unified view of customers and enable real-time personalization. 2) Ancestry developed a unified customer journey map across channels to provide a cohesive experience. They focus on fueling curiosity, driving discovery through personalized engagements and offers. 3) Ancestry's new approach has led to increases in product engagement, subscriptions, and renewals, showing the value of making the customer the