Paul Turzio is using data to upend the prevailing wisdom about how and why customers fall in love with their favorite brands. The SVP of Data & Marketing Sciences at R/GA recently led a global survey that asked 16,000 customers about their relationships with brands. The findings and subsequent report titled The Power of Brand Relationship Design have shifted the assumptions surrounding everything from marketing technology (MarTech) to the role of personalization in turning one-time customers into loyal fans. In this episode, we talk to Paul about conducting the right experiments with MarTech, the importance of post-purchase experiences and why brands need to keep their promises to customers.