Consumer behaviour is changing dramatically in the digital age. It is said that 95% of consumers are making at least one lasting change in how they live, shop and work. Their inclinations, habits, brand preferences and more are increasingly fluid, changing quickly and without warning. How are modern businesses supposed to adjust their operations when it's difficult to know what consumers will do tomorrow, let alone months after? In Human-Driven Experience: The Battle for Trust in the Digital Age, celebrated digital strategist Robert Harles delivers an incisive blueprint for businesses seeking to strengthen their ability to predict--and respond to--consumer behaviour. You'll learn to overcome the whiplash inducing variability of the current digital environment and build trust with large groups of consumers, employees and citizens. In the book, you'll find expansive discussions of the evolution of research, data analytics, automation and artificial intelligence. It also includes explorations of the necessity for a new consumer and citizen bill of rights as data becomes more targeted and immediate in both usage and application. Human-Driven Experience emphasises the need for executives in informational, digital and marketing roles to work together--and for privacy and security to become an integral part of the brand promise. An increasing reliance on direct e-commerce, whether B2B, B2C, or D2C are rendering traditional technology heavy lifts less acceptable, as companies are expected to move quickly and nimbly. An indispensable resource for executives, managers and other business leaders, Human-Driven Experience will also earn a place in the libraries of business development and innovation professionals, marketers and product teams.