Geraldine McBride says she’s often asked: ‘How can I capture my audience’s data’? But that’s the wrong question, she says. “What you need to do is create an experience … you’re building this contextual, personalised relationship with that consumer.” Getting customers to understand the value exchange and willingly share data is vital to the new four-dimensional conversation, McBride says – and far more effective than chasing customers around the internet through cookies and targeting. SAP’s Shirish Shrinet agrees and adds: ‘Start by offering customers transparency and control of their own personal data. Not only does this give them a better understanding of your data practices, but it can also let them define their own experiences, to build trust.”