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10 years of customer experience By Tom Affinito, Global Product Marketing Lead, Identity, LiveRamp In theory, delivering a superior customer experience seems simple: Find a way to delight people by making sure everything you do anticipates or fulfills a need that they have. Of course, taking this kind of seamless, frictionless, personalized approach is much harder in practice. Success in customer centricity requires a deep and powerful understanding of each person’s individual wants and needs. And that will rest on how well you can earn, organize and apply first-party data.  If you heard this a few years ago, you might have rolled your eyes. Why focus on first-party data when third-party data is so readily available to target (and endlessly retarget) people programmatically? What might have been thought of then as a personalized experience quickly became a constant barrage of targeted ads. People were turned off as marketers and advertisers failed to put the customer first and

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