"A New Paradigm for Consumer Data," bashes the concept it's the consumer who needs to be educated and emphasizes the need for a data economy that gives the data's owners as much value from using their data as organizations such as Facebook.

This past April, Red Bull tapped many a college student's dream to travel across Europe with the "Can You Make It?" challenge -- a human-powered, multi-channel marketing campaign that provided just cans of Red Bull as currency.

How apps can play into cross-channel marketing - both as a destination and as an accelerant for targeting profiles that can be used on- and offline.

With all the blather about touchpoints, channels, intent and data, making the customer happy can get lost in the jargon.