For more than a decade, marketers have fretted over winning the notoriously fickle Millennial Generation. And now the Gen Z have entered the fray, gaining buying power while they cement brand preferences. This coupled with very fragmented digital touchpoints today means marketers have their work cut out for them. Sean Valencia from Treasure Data sheds some light on the challenges marketers continue to face as they try to crack the code on digital natives, as well as how brands can play into the instant gratification culture, and balance privacy with hyper personalisation. 

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