Keith Weed has a compelling prediction for marketers in 2019.

“This is the year, I really believe, that data-driven marketing is actually going to deliver at scale. We've been talking about it for a few years, but I think it actually is going to play out,” he said at CES 2019, an event held by the Consumer Technology Association (CTA) in Las Vegas.

Weed’s task as chief marketing and communications officer at Unilever – the manufacturer of brands like Hellmann's mayonnaise, Ben & Jerry’s ice cream, and Dove beauty products – involves transforming a firm that once relied on mass reach into a data-driven enterprise able to communicate on a truly one-to-one basis.

This data-driven philosophy, he reported, reflects a win–win formula: “As businesses, we all win, because we find more efficient ways to deliver our products and services to people. And, as consumers … if you can be getting something more relevant, something that you want, that is better.