Matt Bennathan, Managing Director, Europe, Nielsen Marketing Cloud, recently sat down with the Telegraph’s Business Reporter for a video interview on how technology platforms and data science can power more effective marketing.

In the interview, which is part of the Telegraph’s Future of Marketing interview series and was published on the Telegraph website on May 3rd, Bennathan explains how the consumer journey can be precisely mapped, understood and predicted through the application of a technology platform, which empowers marketers to connect the dots between the multitude of digital touchpoints the consumer engages with.

This insight gives brands the ability to understand previously fragmented channels, thereby gaining a more complete picture of their audiences’ shopping habits and lifestyle attributes. Bennathan explains that the use of the right digital data and technology “allows marketers to guide and direct consumers throughout their consideration and purchase journey.”