Consumers don’t want brands to define their journeys, they want brands to offer experiences that help them carve their own paths. This is one of the key findings from landmark Accenture Interactive survey of 8,000 North American and European consumers asked about their preferences and expectations when it comes to interacting with brands. Jeriad will share how the rules of personalization have changed and brands are not keeping pace with consumers expectations for two-way conversations. In other words, relying on predefined targeting of communications and experiences won’t work with tomorrow’s consumers.