While many brands focus on having the perfect consumer journey, Narsingh Dixit thinks it's more important to understand the context and be ready to respond to what consumers need, when they need it.

The Digital Growth Marketing Manager for Unilever believes we are nowhere near unlocking true personalisation at scale, so that we can reap the benefits of 1-1 customised customer interactions. He shows us how he thinks this should be done in the latest podcast episode.

The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net