New technologies have emerged and changed everything, including how people discover products, shop, buy, share with friends and communicate with brands. This new landscape has helped to evolve consumers to become empowered participants who fluidly move across a seemingly endless marketing spiral—search, content, social, display and offline channels. With the rise of social media, the lines between paid, owned and earned media blur as participant interactions are tracked across a wide spectrum, leaving behind 2.5 quintillion bytes of data each day.