Gartner research suggests that, by 2026, 80% of organizations will abandon pursuing a 360-degree view of the customer. This is for several reasons, including that it doesn’t adhere to privacy regulations and obliterates customer trust.

Host Whit Andrews discusses the future of pursuing the 360-degree view of the customer with Marty Resnick, VP analyst and co-lead of the Maverick program; Lizzy Foo Kune, VP analyst in Gartner’s Marketing practice; and Benjamin Bloom, VP analyst in Gartner’s marketing practice.