Customers continue to expect more and more from their favourite brands. Market leaders, like Nike, Coca Cola, and Verizon, are bringing data together from across the enterprise to deliver exceptional customer experiences whether it is on the web, mobile app, though a call centre, or in-store. This talk explores the architectural patterns behind their success, and how your organisation can adopt it and thrive. It will also discuss how to move from basic personalisation to advanced, hyper-personalisation, based on real-time customer behaviour and ML rules engines.