Addressability: The New Term for Digital Marketing

• Identity vs. anonymity: You don't have to know a person's name to be addressable. In fact, millennials want you to know them, without knowing them. Get it?
• Shopping experience vs. used car salesman tsunami: Remember the customer's perspective: looking at a pair of pants on a site doesn't mean I need to see 50 ads for 25 brands in the next 10 minutes. Lighten up, Francis.
• Connected recognition: Today, most retail brands haven't made the necessary commitment for strategic design, tools and process to understand the behavior of their best customers, and thus act in a way that will endear, not offend, customers.

How can I shop at your store so often, yet still get pounded by digital ads and emails that promote items I have no interest in? Or, at other times, feature items I recently purchased? You don't really get me, do you? Worse, you're not paying attention to me.