Thanks in part to digitally-native brands, today’s consumers are setting higher expectations for the products they use every day. Sabrina McPherson, senior managing director, management consulting at Publicis Sapient, discusses with eMarketer editorial director at Insider Intelligence Rimma Kats why consumers are judging brands against their last best experience, regardless of category, as well as the four steps to build engagement and how to unlock the value of first-party data.

To learn more on how to become an always-on, data-driven company, check out Publicis Sapient’s article, Building an Intelligence-Driven Consumer Products Firm.

Sabrina McPherson leads Publicis Sapient’s consumer practice for management consulting. She has deep experience advising executives and their teams on corporate strategy, business strategy, and value-based transformation. Sabrina helps enterprises and brands hunt for digital value pools in their core business, new offerings, new markets, and partners with them to build the capabilities required to capture the pool. Over the last few years in particular, she has focused on building and scaling direct-to-consumer businesses and ensuring they deliver business value, both from direct revenue and from leveraging first-party data.