To successfully create differentiated customer experiences, organizations must pursue differentiated data. Why? With the same data as the competition, ubiquitously similar experiences become the norm. As a companion document to Forrester’s “Conditional Love: What It Really Takes To Keep Customers Faithful” report, this report shows digital business professionals how to rethink what it means to have a customer data strategy, redefine the parameters for actionable customer data, and repurpose digital asserts to collect data. This report also guides companies on how to tap the customer’s digital path to purchase to acquire the core data elements found in Forrester’s 6C strategy to understand customers.