This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 10:  INSIGHTS PART 2: MOMENTS OF TRUTH What is a moment of truth? Moments of truth belong to the customer Discovering vs creating intent The danger of creating an unintended intent Finding moments of truth Dynamic data indicates a moment of truth Absence of data can also indicate a moment of truth Digging deeper into moments of truth How Google uses the term ‘moment of truth’ Algorithmic indications of moments of truth – AI and advanced analytics Not all moments of truth are marketing’s responsibility Moments of truth matter the most within marketing automation The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.