Having started my marketing career at the dawn of the internet age, I have had the opportunities to witness the shifts in marketing over the past 2 decades.Throughout the span of my career, I have been an advocate of putting the customer at the center of any marketing plan to ensure businesses I work with are able to achieve and continue on the path of sustainable growth.While we can all agree the Internet has transformed many aspects of the consumer journey, and the proliferation of technology has influenced many pivotal changes in how we do business; It is important to remember the founding principles of marketing, that is to "create meaningful value exchange between people" and I honestly believe this is what lies in the heart of great marketing strategies.I have since dedicated my career to help individuals, teams and businesses articulate their objectives into measurable success metrics to help avoid the infamous marketing conundrum - "Half the money I spend on advertising is wasted; the trouble is I don't know which half".Over the past decade, I have observed enormous amount of data that has become available through the digital transformation age. While some businesses have embraced this as a godsend, I still see businesses struggling to make sense of it all. To this day, I still love how marketing is evolving so rapidly around us through technology, but yet still staying true to the principles that defines it.