Android’s latest campaign slogan “be together. not the same.” highlights the shift in consumer marketing towards individuality. Some call it 1:1 marketing, personalization, or "segment of one" and it’s all being driven by consumer expectations that brands know their unique interests and deliver communications to them that are relevant and personalized.  Brands spend nearly $30 Billion annually on targeted campaigns focused on delivering the right message at the right time to the right consumer – to get them to act and to buy.  With the compounded annual growth in spend of 12.4% on audience segmentation data and marketing technology, why is it so hard for brands to reach that holy grail of personalization to the individual?