Digital transformation matters enormously. Digital giants such as Amazon, who are overtaking rivals in multiple industries (retail, supply chain/logistics, media, etcetera), are succeeding through a business model designed to take advantage of the most advanced technologies to continue to change and disrupt their industry. It is driven by the rise of the Internet of Things, which is forecast to have a trillion things connected to the Internet by 2050. At a macro level, marketing continues to be transformed by data and technology in significant ways. Marketers now have the ability to more accurately target and engage customers and have an array of new tools and technologies at their disposal. The classic right message to the right audience at the right time idea is now driven by data and delivered with sophisticated technology.