This document discusses the power of person-centric digital marketing. It notes that digital is changing the rules by moving everything to digital, including awareness, consideration, preference, action and loyalty. It recommends taking a three step approach to developing a single customer view: 1) join all customer data in one consistent repository, 2) attribute interactions to real customers using predictive success modeling, and 3) make the data actively link to and from all channels including in-store. This will allow marketers to guide consumers through the entire purchase funnel across all digital and physical touchpoints.