James Mac Donald, Senior Business Solutions Manager at SAS, dives into the state of data now and how the most recent trends and changes will impact the future of data in the marketing landscape. James emphasizes that consumers are anticipating a digital, tech-filled future with drones, chatbots, smart assistants, wearables and IoT devices. This new level of consumer acceptance and expectations opens up a whole new level of opportunity for collecting customer data and broadening the way brands engage with their customers. Finally, James predicts that technology such as AI, Machine Learning and Predictive Analytics will play a role in driving the future of customer experience through the year 2030.